Customer Experience Management

Question 1

1. According to Grewal and Roggeveen’s (2020) editorial, recent works related to Customer Journey Management (CJM) identify three stages in the customer decision process: pre-purchase, purchase, and post-purchase. How are these three stages related? Are they ‘linear’ or not? How can these newer advanced digital technologies (e.g., systems based on Artificial Intelligence or Internet of Things) affect these stages?

Answer 1

The customer journey was initially described as a linear process consisting of three phases; the pre-purchase, purchase, and post-purchase phase. More recently, it became clear that the journey was somewhat iterative and dynamic than linear. Each phase in the journey can influence the next one. Some customers might skip a phase or go back to a previous one (Grewal & Roggeveen, 2020). In other words there might be non-linearities in the process. This may be because of the increased emphasis on trialability such that after the product is sampled in the pre-purchase stage they jump to the post-purchase stage.IIn addition, advanced technologies (e.g., mobile, artificial intelligence, the Internet of Things can facilitate the fundamental nonlinearities that mark such journeys. For example, AI- and IoT-enabled machines (e.g., washing machines, refrigerators, cars) can order replacement products, request services, and schedule deliveries, such that the consumer isn’t involved in the purchase stage.

Question 2

2. Based on Hoyer et al. (2020), three complementary technologies (or rather technology clusters) are considered to have the most significant impact on the customer experience: Internet of things (IoT), augmented reality (AR) / virtual reality (VR) / mixed reality (MR), and artificial intelligence (AI) based virtual assistants/chatbots/robots. In which ways can each of these technologies add value across the customer journey?

Answer 2

There are 3 technologies which are assumed to have the biggest impact on customer experience, IoT, AR/VR/MR, virtual assistants/chatbots/robots (AI).
IoT
Generates massive data and can provide consumers with rich, detailed and relevant information. This information can aid their decision process and track the information that customers access online and send them relevant information on products when they are in a store of the same brand. It can also lead to time savings by automating transactions
AR/VR/MR
It allows consumers to experience and test products or services in real-time. This has the consequence that it improves their knowledge of the products and when trying out new products, increases their curiosity, enjoyment and fun.
AI
Selecting relevant information, customizing choice sets and advising customers regarding their choices. AI plays an important role in answering questions and providing customers with the information they need to make a decision