Customer Journey Management: The process of understanding and managing customers’ experiences throughout their shopping journey, including all steps of the purchase process and online/offline touchpoints (Grewal and Roggeveen, 2020).
Customer Experience: A multidimensional construct based on customer’s cognitive, emotional, behavioral, sensorial, and social components, involving multiple touchpoints and actors across different phases of the customer’s journey (adapted from Lemon and Verhoef, 2016).
Touchpoints: Any interaction a customer has with a brand, whether direct or indirect, throughout their customer journey. Types include:
Customer Journey: The set of experiences as consumers interact with one or multiple brands, encompassing prepurchase, purchase, and post-purchase phases, including all online and offline touchpoints.
Decision-Making Process: The series of stages consumers go through when making a purchase, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
Customer journey management is about strategically overseeing all customer interactions and experiences across multiple touchpoints to foster satisfaction, loyalty, and a seamless brand experience.
Course Overview: A summary of the main content, objectives, and structure of the Customer Journey Management course, providing students with an understanding of what to expect and learn.
Course Structure and Timeline: The organized phases, modules, and schedule of the course, including key deadlines, assessment points, and the sequence of learning activities.
Customer Journey Management Course Overview: An introduction to the course that covers its purpose, key themes, and the teaching team involved, setting the foundation for understanding how customer experiences are analyzed and optimized throughout their interaction with a brand.
The Customer Journey Management course provides a comprehensive overview of how to analyze, design, and optimize customer experiences across online and offline touchpoints through theoretical knowledge and practical project work, guided by an experienced teaching team.
Teaching Team Members and Roles
Individuals involved in delivering the Customer Journey Management course, each with specific responsibilities. Examples include the Course Leader, Professors, and Teaching Assistants. Their roles encompass organizing course content, guiding practical work, evaluating student performance, and providing feedback.
Instructor Names and Contact Information
The specific names and email addresses of the teaching team members responsible for the course. For example, Thi Thanh Huong (Jenny) TRAN is the Course Leader with email [email protected], and Laurence NAHMIAS is a CM professor with email [email protected].
The Teaching Team comprises designated members with specific roles and contact details, ensuring effective delivery and support throughout the Customer Journey Management course.
Course Objectives: The specific aims of the course that outline what students are expected to achieve by the end. They guide the learning process and focus on acquiring relevant skills and knowledge.
Learning Goals: The broader competencies and understanding that students should develop through the course. These include grasping key concepts, applying frameworks, and developing strategic insights related to customer journey management.
Key Skills and Knowledge to be Gained: The essential abilities and information students will acquire, such as understanding consumer behavior mechanisms, analyzing decision-making processes, optimizing customer touchpoints, and integrating sensory marketing, AI, and ethical considerations into customer journey strategies.
Course Timeline Phases:
Sequential periods within the course that organize learning activities, assessments, and project milestones. These phases guide students through foundational learning, project work, and final evaluations.
Assessment Deadlines:
Specific dates by which students must submit assignments, partial presentations, or projects. Meeting these deadlines is essential for grading and progression.
Course Schedule:
The detailed timetable outlining the timing of lectures, practical sessions (TDs), project milestones, assessments, and final exams. It ensures structured progression through the course content.
The course is structured into clearly defined phases aligned with specific activities and deadlines, requiring consistent adherence to the schedule for successful completion and grading.
Customer Journey Mapping Process Steps: The sequential phases involved in creating a visual or analytical representation of a customer’s experience with a brand, from initial awareness to post-purchase interactions. It includes understanding current journeys, identifying pain points, and designing improved experiences. (implied from course content on mapping current journeys and developing enhanced ones).
Identification of Touchpoints: The process of recognizing all interactions a customer has with a brand throughout their journey. Touchpoints can be brand-controlled, partner-controlled, customer-owned, or social/external, and are critical for analyzing customer experience and designing improvements.
Pain Point Analysis: The examination and identification of specific stages or interactions within the customer journey where customers experience difficulties, frustrations, or barriers. This analysis aims to uncover opportunities for enhancing the customer experience by reducing or eliminating these pain points. It involves analyzing current customer interactions and pinpointing problematic areas.
The customer journey mapping process involves systematically identifying all customer interactions and analyzing pain points to design a smoother, more satisfying experience.
Types of Touchpoints: Interactions between a customer and a brand throughout their journey, which can be categorized based on control and involvement.
Brand-owned Touchpoints: Interactions designed and managed by the firm, under its control. These include all direct contact points such as websites, stores, and customer service.
Partner-owned Touchpoints: Interactions jointly designed and managed by the firm and one or more partners, such as marketing agencies, distributors, or sales representatives.
Customer-owned Touchpoints: Customer actions that are part of the overall experience but are not controlled by the firm or its partners. Examples include customer-initiated interactions like word-of-mouth, online reviews, or peer influence.
Social/external Touchpoints: Role played by external factors such as other customers, peer influence, environment, online reviews, and information sources, which are outside the firm’s control.
Customer touchpoints are diverse interactions classified by control level, and effective management involves optimizing brand-owned and partner-owned points while understanding the influence of customer-owned and social/external touchpoints.
Awareness: The initial phase where potential customers become aware of a brand, product, or service. It involves recognizing the existence of the offering and forming an initial perception.
Consideration: The stage in which customers evaluate and compare different options. They actively seek information, assess alternatives, and determine which brand or product best fits their needs.
Purchase: The phase where the customer makes the decision to buy a product or service. It involves the actual transaction, including behaviors like ordering, payment, and finalizing the purchase.
Retention: The stage focused on maintaining the customer relationship post-purchase. It involves encouraging repeat business, fostering loyalty, and ensuring ongoing satisfaction.
Advocacy: The final stage where satisfied customers promote the brand through positive word-of-mouth, reviews, or recommendations, becoming brand advocates.
Sequential Phases of Customer Experience: The ordered progression of customer interactions and perceptions across the stages, from initial awareness through advocacy, shaping the overall customer journey.
The customer journey consists of five key stages—Awareness, Consideration, Purchase, Retention, and Advocacy—that represent the sequential phases of customer experience, guiding how customers interact with and perceive a brand over time.
Decision-Making Mechanisms: The processes and steps consumers follow to select, evaluate, and purchase products or services. It includes recognizing needs, searching for information, evaluating alternatives, making a purchase, and post-purchase behavior.
Consumer Satisfaction Factors: Elements that influence how satisfied a consumer feels after a purchase, often linked to the decision-making process, such as meeting expectations during evaluation, quality of the product, and the overall experience.
Influences on Purchase Decisions: External and internal factors affecting consumer choices, including social influences, brand perception, product attributes, and personal needs, which shape the decision-making process.
The decision-making process involves several stages: problem/need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
Consumers' decision types vary based on involvement and product cost: routine response behavior for low-cost, frequent purchases; extensive problem solving for high-involvement, infrequent purchases.
Search for information can be internal (memory) or external (advertising, reviews), with the extent influenced by perceived risk and involvement.
Evaluation of alternatives uses different rules: compensatory (attributes can offset each other), non-compensatory (must meet thresholds), or lexicographic (most important attribute).
The process is affected by external influences such as social environment and brand perception, which shape consumer preferences and choices.
Post-purchase evaluation impacts consumer satisfaction, loyalty, and future decision-making, completing the customer journey loop.
Understanding the stages and influences in the decision-making process enables brands to optimize touchpoints and enhance consumer satisfaction throughout the customer journey.
Customer Journey Map Development Techniques: Methods used to create visual representations of the customer experience, including identifying touchpoints, pain points, and opportunities for improvement. These techniques help in understanding and optimizing the customer journey.
Visual Representation of Customer Experience: The graphical or diagrammatic depiction of the customer journey, illustrating interactions, touchpoints, and emotional or cognitive states throughout the process. It serves as a tool to analyze and communicate customer experience insights.
Analysis of Customer Interactions: The process of examining all customer touchpoints—both firm-controlled and external—to understand how customers engage with the brand. This analysis helps identify pain points, moments of delight, and areas for enhancement in the customer journey.
Customer journey map development techniques and visual representations are essential tools for understanding and improving customer interactions by mapping out the entire experience and analyzing all touchpoints involved.
(No explicit dates provided in the content; this section is omitted.)
| Aspect | Customer Journey Management | Customer Journey Management Course | Customer Journey Management Teaching Team |
|---|---|---|---|
| Definition | Process of understanding and managing customer experiences across all touchpoints | Overview of course content, objectives, structure, and themes | Members involved in delivering the course, roles, and contact info |
| Focus | Enhancing satisfaction and loyalty through experience optimization | Providing theoretical and practical knowledge via modules and projects | Ensuring effective instruction, guidance, and support |
| Components | Touchpoints, customer experience, decision-making process, journey phases | Course phases, assessments, deadlines, support platform | Course leader, professors, TAs, their responsibilities |
| Key Authors | Grewal and Roggeveen (2020), Lemon and Verhoef (2016) | Not applicable | Not applicable |
Metti alla prova le tue conoscenze su Mastering Customer Journey Management con 10 domande a scelta multipla con correzioni dettagliate.
1. In customer journey management, what is the primary cause that leads to an improved customer experience?
2. What is the primary role of the Customer Journey Management Course Overview?
Memorizza i concetti chiave di Mastering Customer Journey Management con 20 flashcard interattive.
Customer Journey Management — definition?
Managing customer experiences across all touchpoints.
Customer experience — components?
Cognitive, emotional, behavioral, sensorial, social.
Touchpoints — types?
Brand-owned, partner-owned, customer-owned, social/external.
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