Flashcards: Mastering Customer Journey Management — 20 cartões

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.

Customer journey — phases?

Prepurchase, purchase, post-purchase.

Decision-making process — stages?

Recognition, search, evaluation, purchase, post-evaluation.

Course overview — purpose?

Summarizes content, objectives, and structure.

Course structure — components?

Phases, assessments, deadlines, platform.

Teaching team — members?

Course leader, professors, TAs, contacts.

Course objectives — focus?

Knowledge, skills in consumer behavior, touchpoints.

Course timeline — phases?

Learning, project, evaluation periods.

Customer journey mapping — steps?

Understand current, identify pain points, redesign.

Touchpoints — control?

Brand, partner, customer, social/external.

Customer journey stages — order?

Awareness, consideration, purchase, retention, advocacy.

Decision rules — types?

Compensatory, non-compensatory, lexicographic.

Journey map — purpose?

Visualize interactions, identify pain points.

Customer-owned touchpoints — examples?

Word-of-mouth, reviews, peer interactions.

Course assessment — components?

Final exam 40%, presentation 45%, submissions 15%.

Customer experience — multidimensional?

Yes, involving perceptions, emotions, behaviors.

Pain points — analysis?

Identify frustrations to improve experience.

Customer journey — goal?

Create seamless, satisfying experience.