Understanding Customer Experience Throughout the Customer Journey
Understanding Customer Experience Throughout the Customer Journey
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DOI：
10.1509/jm.15.0420
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发表时间：
2016-11-01
影响因子：
12.9
通讯作者：
Verhoef, Peter C.
中科院分区：
文献类型：
--
作者：
Lemon, Katherine N.;Verhoef, Peter C.
了解客户体验和客户随时间推移的旅程对公司来说至关重要。客户现在通过多种渠道和媒体中的无数接触点与公司互动，客户体验本质上更具社交性。这些变化要求公司整合多个业务职能，甚至外部合作伙伴，以创造和提供积极的客户体验。在这篇文章中，作者的目的是在这个客户行为日益复杂的时代，加深对客户体验和客户之旅的理解。为了实现这一目标，他们考察了客户体验的现有定义和概念化，将其作为一种结构，并提供了营销中客户体验根源的历史视角。接下来，他们试图将目前已知的客户体验、客户行程和客户体验管理结合在一起。最后，他们确定了未来对这一重要主题进行研究的关键领域。
Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic.