Journal of Marketing· 2016Q1· Review
Understanding Customer Experience Throughout the Customer Journey
- 5,253citations
- Q1SCImago
- 2016year
Short summary
This paper synthesizes current knowledge on customer experience (CX) and the customer journey, highlighting the increasing complexity driven by multi-channel interactions and social influences.
AI-generated from the title and abstract; the full text is not read.
Key points
- Customer interactions are increasingly social and occur across multiple channels and touchpoints.
- Firms need to integrate various business functions and external partners for effective CX.
- The paper reviews existing definitions and conceptualizations of customer experience.
- It provides a historical perspective on CX within marketing.
- Key areas for future research are identified.
AI-generated from the title and abstract; the full text is not read.
Abstract
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.
The authors' abstract, as published at the source. Journal of Marketing, 2016 · DOI ↗
Continue with a free account
Ask the paper: 3 free questions a day about this paper; save it, get its citation, new summaries every day for your field. Takeaways are Premium.
Continue free on the webSign in with Google or Apple; no card needed. You come back to this paper.
On your phone:
Field: Organizational Behavior and Human Resource Management
Organizational Behavior and Human Resource ManagementBusiness, Management and Accounting