1 Reading- Understanding customer experience throughout the customer journey (Lemon and Verhoef 2016)

Question 1

ºCustomer experience is

Answer 1

a multidimensional construct focusing on a customer’s cognitive, emotional, behavioral, sensorial, and social responses to a firm’s offering

Question 2

ºComponents of the customer experience

Answer 2

Customer satisfaction, service quality, marketing (trust and commitment), brand experience, emerging construct of customer engagement.

Question 3

Stages of the customer experience: The costumer journey

1. pRepurchase:

Answer 3

Interaction with the brand, category and environment. Recognition, search and consideration

Question 4

: The costumer journey2. Purchase

Answer 4

Customer interaction during the purchase. Characterized by behaviors such as choice, ordering and payment. Important concepts: touch points, choice overload, purchase confidence and decision satisfaction

Question 5

The costumer journey3. Post-purchase

Answer 5

Customer interaction following the actual purchase. Includes behaviors such as usage and consumption. The product itself becomes a critical touchpoint in this stage. Focused on the consumption experience, service recovery, decision to return products, repurchase and seek variety, as well as non purchase behaviors such as word of mouth and other forms of customer engagement. Loyalty loop: after the purchase a trigger may occur that either leads to customer loyalty or begins the process anew.

Question 6

1. Brand owned touch points in the customer journey

Answer 6

Customer interactions during the experience that are designed and managed by the firm and under their control. They include all brand owned media (Ads, websites, loyalty programs) and any brand controlled elements of marketing (packaging, service, attributes, price, convenience, sales force

Question 7

touch points in the customer journey2. Partner owned

Answer 7

Customer interactions during the experiences that are designed, managed, or controlled by the firm and one or more of its partners. Partners can include marketing agencies, multichannel distribution partners, multivendor loyalty program partners and communication channel partners

Question 8

of touch points in the customer journey3. Customer owned

Answer 8

Customer actions that are part of the overall customer experience but that the firm, its partners, or others do not influence or control. Customers thinking about their own needs or desires in the pre-purchase phase. Ex. Choice of payment method

Question 9

touch points in the customer journey4. Social/external/independent

Answer 9

Recognize the important roles of others in the customer experience. Throughout the experience, customers are surrounded by external touch points that may influence the process. Third party information sources such as revere sites, social media, influencers

Question 10

2 facts about Dynamics and external influences

Answer 10

Fact: Attitudes toward the search ability of channels are positively related to attitudes on the purchase ability of channels. Pat experiences can also affect Curren experiences though expectation formation and stickiness one experience evaluations.

Fact: Customers develop relationships with brands, which influence their identity. Customer decisions become routinized, and extraordinary experiences have long- lasting effects.

Question 11

3 research suggestions about dynamic and external influences

Answer 11

ºThe customers dynamic external environment can have a significant influence on customer experience
º Extreme crises can have a strong, negative, and enduring effect on the customer experience
º The economic situation (recession, expansion) influences the customer experience across firms, and the drivers of customer experience may depend on the economic situation

Question 12

customer journey analysis focusses on

Answer 12

how customers interact with multiple touch points, moving form consideration, search, and purchase to post purchase, consumption, and future engagement or repurchase.

Question 13

Customer journey analysis has it roots in both

Answer 13

both service management and multichannel management.

Question 14

1. Service blueprinting

Answer 14

Customer-focused approach for service innovation and service improvement. Similarities to business process improvement and total quality management modeling approaches. Maps the entire service delivery process. It suggests two key insights.

Question 15

2 key insights in service blueprinting

Answer 15

ºService blueprint can provide a solid starting point for customer journey mapping
ºCustomer journey analysis should understand and map the journey from the customer perspective and, therefore, requires customer input

Question 16

2. Multichannel perspective

Answer 16

Multi channels across multiple phases of the customer experience.

Question 17

ºResearch shopper

Answer 17

Customer who searches in one channel and purchases in another one.

Question 18

1. Show-rooming2. Web rooming

Answer 18

1. Show-rooming: customer who searches in the store and buy online
2. Web rooming: Searches online and buy in the store

Question 19

Role of channels in the customer journey. 3X

Answer 19

ºChannels have specific benefits and costs and some of them are more useful in specific stages of the purchase funnel. These differences are, however, shrinking due to technological developments and diffusion of new channels
ºCustomers differ in their preference and usage of channels across different purchase phases, and specific multichannel segments can be identified that differ in terms of consumer characteristics
ºChannel choices in the purchase funnel are affected by one another because of lock in effects, channel inertia, and cross-channel synergies

Question 20

role of mobile devices channel in customer journey 4X

Answer 20

º Mobile device channels interact and may interfere with existing channels
ºMobile device channels offer new location-based, time-sensitive opportunities to create firm-initiated touch points
º Mobile channels appear to be better suited for search than for purchase
º mobile devices direct-touch interface appears to significantly influence the customer journey

Question 21

is there an agreement on robust measurement approaches to evaluate all aspects of customer experience journey?

Answer 21

There is not yet agreement, long-tested approaches, such as SERVQUAL, may offer a good starting point

Question 22

NPS:

Answer 22

Net Promoter Score meet in welke mate een bedrijf wordt aanbevolen

Question 23

how well do customer feedback and NPS perform in predicting firm performance?

Answer 23

sºCustomer satisfaction and NPS perform equally well in predicting firm performance and customer behavior, although the predictive performance differs between specific contexts.

Question 24

how is the prediction customer feedback best gemeten? 2X

Answer 24

als er meerdere metrieken worden gebruikt en minder goed als maar 1 domin wordt gemeten

Question 25

Customer go though a journey using multiple touch points and that these touch points affect one another. The key insights are: 2X

Answer 25

º When moving though the customer journey to purchase customers use and are exposed to multiple touch points that each have direct and more indirect effects on purchase and other customer behaviors
º Although it is a complex and difficult endeavor, it is important to identify critical touch points (moments of truth) throughout the customer journey that have the most significant influence on key customer outcomes.