Lemon & Verhoef - Customer Experience & Journey

Question 1

Customer Experience

Answer 1

Customer response to a firms offerings during the purchase journey

Question 2

Customer Journey process model

Answer 2

Previous // current // future experience
Pre-purchase // purchase // postpurchase stage
Connected by feedback & resulting loyalty
Four types of touchpoints = brand owned, partner owned, customer owned, social-external touchpoints

Question 3

Key elements of analyzing the customer journey

Answer 3

1 - blueprint as a starting point -> requires customer input to make it more customer focused

2 - multichannel management with different benefits, costs and customer preference of channels

3 - mobile channel management influence existing channels