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CUSTOMER EXPERIENCE AND JOURNEY (Definitions (Schmitt´s Multidimensional …
CUSTOMER
EXPERIENCE AND JOURNEY
Definitions
Business Practice
It is the internal and subjective response customers have to any direct or indirect contact with a company”
De Keyser et al.
Comprised of the cognitive, emotional,
physical, sensorial, spiritual, and social
elements that mark the customer’s direct
or indirect interaction with (an)other market actor(s)
Schmitt, Brakus, & Zarantonello
Suggest that every service exchange leads to a customer experience, regardless of its nature and form.
Schmitt´s Multidimensional
View of Experiences
Cognitive (think)
Physical (act)
Affective (feel)
social-identity (relate)
Sensory (sense)
Roots
Relationship marketing:
Broadening the scope of customer responses considered in the customer experience (1990s).
Customer relationship management (CRM):
Linkage models to identify how specific elements of the customer experience influence each other and business outcomes (2000s).
Service quality:
Identifying the specific context and elements of the customer experience and mapping the customer journey (1980s).
Customer centricity and customer focus:
Focusing on the interdisciplinary and organizational challenges associated with successfully designing and managing customer experience (2000s–2010s).
Customer satisfaction and loyalty:
Assessing and evaluating customer perceptions and attitudes about an experience (1970s).
Customer engagement:
Recognising the customer’s role in the experience (2010s).
Customer buying behavior process models:
Understanding customer experience and customer decision making as a process (1960s–1970s).
Perspectives
Costumer´s POV
Co-creation Perspective
Firm´s POV
Pine & Gilmore
Experiences as distinct from goods
and services.
Abbott & Alderson
What people really desire are not products but satisfying experiences.
McCarthy and Wright
Rour threads of experience, ideas
that help us to think more clearly about technology
as experience: the sensual, the emotional, the compositional,
and thespatio-temporal.
Customer experience as a customer’s “journey” with a firm over time during the purchase cycle across multiple touch points.
PHASES
Prepurchase
Purchase
Postpurchase.
Customer interactions with the brand and its
environment following the actual purchase.
Customer interactions with the brand and its
environment during the purchase event itself.
Customer’s interaction with the brand, category,
and environment before a purchase transaction
TOUCHPOINTS
Brand-owned touch points
Partner-owned touch points.
Customer-owned touch points
Social/external touch points.
Measurement
Brakus et al.
develop a brand experience
scale that measures four aspects of the
customer brand experience.
Affective
Intellectual
Sensory
Behavioral
Klaus and Maklan
propose an
alternative approach to measuring
customer experience quality.
moments of truth
Outcome focus
Peace of mind
Product experience
Parasuraman, Zeithaml,
and Berry
measure the five
key dimensions of service quality
Tangibles
Empathy
Assurance
Responsiveness
Reliability
Management
Multidisciplinary
aprpoach
Specific
capabilities