Temat: customer journey - Prolib Integro

Skocz do pozycji: 1.

Tytuł:: Supporting the customer journey with digital instruments of marketing communications
Autorzy:: Ugolkov, Ievgenii
Karyy, Oleh
Tematy:: customer journey
customer experience
customer journey map
content; Pokaż więcej
Wydawca:: Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
Powiązania:: https://bibliotekanauki.pl/articles/609794.pdf Link otwiera się w nowym oknie
Opis:: This article describes the possibilities of improving customer satisfaction from the company's involvement in every point of interaction via digital marketing communication instruments and the customer's journey map concept. To achieve this goal, the literature on the concept of customer travel was examined, the results from a two-year monitoring of two production companies were selected and the companies' online and offline marketing communication with clients was presented. The findings indicate that the customer experience should be simple and intuitive for the customer's perception. The customer experience is not limited to certain channels of interaction and is not one-time. Rather, it is the sum of the customer's feelings at every point of their interaction with the company that accumulates during the customer's journey. Managers must design and create a customer's travel map in order to direct their customers to a correct purchase decision, according to the company. The customer journey map includes elements such as staff, instruments and content, each of which influences the final customer experience and together create synergies that give the company the opportunity to maximise customer satisfaction and increase its income. Effective management of the customer’s journey map design must be supported by digital means, especially in marketing communication. The customer’s journey map should be tailored to the specific industry and this opens up the need for further research in this field.
This article describes the possibilities of improving customer satisfaction from the company's involvement in every point of interaction via digital marketing communication instruments and the customer's journey map concept. To achieve this goal, the literature on the concept of customer travel was examined, the results from a two-year monitoring of two production companies were selected and the companies' online and offline marketing communication with clients was presented. The findings indicate that the customer experience should be simple and intuitive for the customer's perception. The customer experience is not limited to certain channels of interaction and is not one-time. Rather, it is the sum of the customer's feelings at every point of their interaction with the company that accumulates during the customer's journey. Managers must design and create a customer’s travel map in order to direct their customers to a correct purchase decision, according to the company. The customer journey map includes elements such as staff, instruments and content, each of which influences the final customer experience and together create synergies that give the company the opportunity to maximise customer satisfaction and increase its income. Effective management of the customer's journey map design must be supported by digital means, especially in marketing communication. The customer's journey map should be tailored to the specific industry and this opens up the need for further research in this field.
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 2.

Tytuł:: Application of the Design Thinking Method in Customer Experience Management
Autorzy:: Prorok, Michał
Kosicka, Izabela
Tematy:: design thinking
customer experience management
customer experience
customer journey map
persona; Pokaż więcej
Wydawca:: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
Powiązania:: https://bibliotekanauki.pl/articles/11364516.pdf Link otwiera się w nowym oknie
Opis:: The aim of this paper is to conceptualize Design Thinking and customer experience management (CEM), to situate the use of the Design Thinking method in customer experience management processes and to present its practical application based on a case study from the financial services industry — the trade credit insurer, Euler Hermes Poland, Towarzystwo Ubezpieczeń S.A. This article is an attempt to identify actionable Design Thinking process elements and tools and their intersections with the components of the Customer Experience Management processes.
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 3.

Tytuł:: Consumer experience in phone communication in the service purchasing process
Autorzy:: Bondos, Ilona
Tematy:: service buying process
customer journey, phone channel
consumer-initiated communications
CIC
multichanneling; Pokaż więcej
Wydawca:: Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
Powiązania:: https://bibliotekanauki.pl/articles/610889.pdf Link otwiera się w nowym oknie
Opis:: Theoretical background: Consumers today are presented with a myriad of opportunities through the purchase process can be realized (Yrjölä et al., 2018, p. 1133). Customer journey can be defined as a buyer’s behaviour in multi (omni) environment with the goal of finalizing purchase transactions and acquiring positive (seamless, holistic) customer experiences. Researchers look at a service buying process as the customer value-adding journey (Saghiri et al. 2017; Wilding, 2003) and its prime objective is to deliver positive customer experience at each of stages of buying process. According to media richness theory (MRT) voice-based communication is ranked higher than text-based communication along the media richness continuum (Daft & Lengel, 1984), however some additional findings have been also exposed. Taking into account the traditional continuum of media richness phone communications is perceived as rich in information, only face to face contact is seen as richer (Suh, 1999). As is stated in Rhee (2010), customer-initiated communications via phone channel is preferred when consumer faces an extended problem-solving (high perceived risk/low familiarity). Whereas, in case of routine problem-solving situation online channel is preferred. However, some relevant research on marketing channel richness have been proposed by Kwak (2012) as well as Lipowski and Bondos (2018). According to this research stream, the medium itself does not necessarily determine its perceived media richness. The key factor is user’s familiarity with a particular marketing channel and his/her ability to use its communicational potential.Purpose of the article: The present study attempts to provide evidence about the potential of the phone channel as the channel of contact with the service provider through the entire service buying process including four stages: pre-purchase, purchase, post-purchase and resignation from service. The main goal of the study is to identify the level of customers’ experience/knowledge of using phone channel by the three consumer generations (Baby Boomers, X and Y).Research methods: The survey study was conducted in September-November 2015 on a group of 1103 respondents (Polish adult consumers) including 357 (BB), 390 (X) and 356 (Y). The research sample was determined by quota-random method; CAPI (computer assisted personal interview) method was used with a standardized questionnaire. In order to verify research hypothesis MANOVA was used with data on three customer generations.Main findings: BB generation possesses the smallest experience in phone communication in the service buying process. The next one is the X generation with bigger phone communication experience than BB but lower than Y generation. At each stage in service purchasing process Y generation is the most knowledgeable in the area of phone communication. In general, there is a visible downward trend of the own experience level along with further stages in the service purchasing process. In terms of phone communication the most mysterious for customers is the last phase.
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 4.

Tytuł:: Conversion Attribution: What Is Missed by the Advertising Industry? he OPEC Model and Its Consequences for Media Mix Modeling
Autorzy:: Zaremba, Arkadiusz
Tematy:: online customer journey
budget allocation
multi-channel conversion attribution
paid owned earned category media; Pokaż więcej
Wydawca:: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
Powiązania:: https://bibliotekanauki.pl/articles/2014159.pdf Link otwiera się w nowym oknie
Opis:: Marketers are currently focused on proper budget allocation to maximize ROI from online advertising. They use conversion attribution models assessing the impact of specific media channels (display, search engine ads, social media, etc.). Marketers use the data gathered from paid, owned, and earned media and do not take into consideration customer activities in category media, which are covered by the OPEC (owned, paid, earned, category) media model that the author of this paper proposes. The aim of this article is to provide a comprehensive review of the scientific literature related to the topic of conversion attribution for the period of 2010–2019 and to present the theoretical implications of not including the data from category media in marketers’ analyses of conversion attribution. The results of the review and the analysis provide information about the development of the subject, the popularity of particular conversion attribution models, the ideas of how to overcome obstacles that result from data being absent from analyses. Also, a direction for further research on online customer behavior is presented.
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 5.

Tytuł:: Zarządzanie ścieżką zakupową klienta w mediach społecznościowych
Purchase path management in social media
Autorzy:: Karwat, Zuzanna
Opis:: This thesis addresses a problem of purchase path management in social media. The research problem is to investigate whether purchasing decisions of the consumers are influenced by recommendations in the social media? The aim of the study is to identify the social networking websites and how they are utilized by consumers in their decision process to purchase a product or use a service.The results of the study are to indicate why various social networking websites are regarded as trustworthy sources of information, and how this information can influence the decision to buy.The research process was based on two methods: a survey and an interview. A study using these two different methods simultaneously, allows for the comparison of different data (qualitative and quantitative), obtained by their means. By comparing these data, it is possible to verify whether they confirm each other - their compliance serves as a kind of proof of the reliability of the accomplished research.The thesis has been divided into theoretical chapters, related primarily to the evolution of social media and the significance of trust and recommendations on purchasing decisions as well as the concept of purchasing path.It also comprises methodological issues that describe the research process and the summary, which includes the presentation and analysis of the results.The research conducted among 514 respondents yielded the following main conclusions:1. Today's consumers use social networking websites in order to gain information on the products and services. They search for it before, during and also after the purchase decision.2. The information derived from social media mostly affects purchasing decisions undertaken by consumer, which makes it an important point of contact with the brand on the purchasing path.3. Information derived from social media enjoys varying degrees of consumer confidence depending on its type and source. Fundamentally, consumers trust recommendations coming from family and friends.4. Facebook has become the most popular and most reliable source of information in comparison with other social networking websites. It has adopted a strategy of continuous adaptation to the needs of increasingly demanding consumers to sustain their commitment and at the same time to secure the interest of advertisers.
Zarządzanie ścieżką zakupową klienta w mediach społecznościowych jest istotnym zagadnieniem marketingu i zarządzania. Po przeanalizowaniu dostępnych materiałów i badań, dostrzegłam brak opracowania tego zagadnienia, zwłaszcza w kontekście ścieżki zakupowej współczesnych, polskich konsumentów. Główna hipotezą przyjęła następującą postać: media społecznościowe wpływają na podejmowanie decyzji zakupowych przez konsumentów. Hipoteza pomocnicza: użytkownicy mediów poszukują informacji związanych z problemem zaufania do rekomendowanych towarów i usług. Proces badawczy opisany w niniejszej pracy oraz przyjęte w nim metody badawcze mają na celu weryfikację powyższej hipotezy i zinterpretowanie, w jaki sposób i dlaczego media społecznościowe biorą udział w podejmowaniu decyzji zakupowych. Grupą badaną są użytkownicy mediów społecznościowych, kobiety i mężczyźni mieszkający na terytorium Polski, przeważnie w wieku 20-35 lat. Przedstawiciele tej grupy wiekowej najaktywniej korzystają z serwisów społecznościowych. Są to osoby na tyle decyzyjne, by samodzielnie dokonać zakupu, co z kolei wiąże się z wyszukiwaniem przez nich informacji na temat przedmiotu ich zainteresowań (produkty bądź usługi) w mediach społecznościowych. Stosunkowo szeroki przedział wiekowy pozwala na zbadanie konsumentów o skrajnie różnych postawach i sposobach korzystania z mediów społecznościowych, również w kontekście ścieżki zakupowej. W dostępnej aktualnie literaturze z dziedziny zarządzania czy marketingu wymieniony wcześniej problem nie jest poruszany kompleksowo. Dostępne są tytuły, dotyczące poszczególnych zagadnień, będących składowymi tego problemu, czyli zachowań zakupowych konsumentów (np. M.R. Solomon, Zachowania i zwyczaje konsumentów, Wydawnictwo Helion, Gliwice 2006), czy też roli mediów społecznościowych w życiu współczesnych konsumentów i kształtowaniu wspomnianych wyżej zachowań (np. M. Sadowski, Rewolucja Social Media, Wydawnictwo Helion, Gliwice 2013). W pracy podjęto próbę analizy tych pojęć jako przenikających się, oddziałujących na siebie wzajemnie płaszczyzn oraz ujęcia ich w kontekście zarządzania. Praca podzielona jest na część teoretyczną i empiryczną. Rozdziały teoretycznepoświęcone są kolejno: ewolucji mediów społecznościowych w powiązaniu z kształtowaniem marki i wpływu na decyzje zakupowe i ścieżce zakupowej klienta w dobie Internetu. Część empiryczną stanowi rozdział w całości poświęcony procesowi badawczemu, w którym szczegółowo opisuję jego przebieg, z uwzględnieniem opisu celu badań, podjętego problemu badawczego i zastosowanych metod badawczych. W kolejnym rozdziale znajduje się analiza oraz interpretacja wyników badania. Całość pracy zilustrowana jest wykresami własnego opracowania oraz zestawieniami i wykresami zaczerpniętymi z gotowych, opracowanych materiałów. Mają ona na celu ułatwienie interpretacji przedstawianych treści. Podsumowując, praca stanowi syntezę najważniejszych pojęć i kontekstu problemu ścieżki zakupowej współczesnych konsumentów i zarządzania nią w środowisku mediów społecznościowych. W tym miejscu chciałabym również zaznaczyć, że w niniejszej pracy zamiennie stosuję określenie „media społecznościowe” oraz pochodzącą z języka angielskiego nazwę „social media”, która właśnie w tej formie stosowana jest także w literaturze przedmiotu.
Dostawca treści:: Repozytorium Uniwersytetu Jagiellońskiego

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Skocz do pozycji: 6.

Tytuł:: Social media as an instrument in customer experience management
Media społecznościowe jako narzędzie zarządzania doświadczeniem klienta
Autorzy:: Gajewska, Oliwia
Opis:: Customer experience management is a practice that has begun to be used more and more by brands under the influence of accelerating technological developments around the world and the entry into the era of marketing 4.0. These changes have led to a shift away from selling products, which are being replaced by selling experiences. This transformation is seen as the only way for companies to gain a competitive advantage in the market. Social media is one of the most common points of contact between customers and brands, which is growing in popularity and has become indispensable in the creation of customer experiences by companies. The purpose of this study is to present and evaluate the role of social media in customer experience management. The research method that was chosen was an interview, which allowed for the characterization of social media as touchpoints that fulfill specific needs of customers at each step of their customer journey, and for the evaluation of opportunities and risks of using social media for customer experience management. The results of the research showed that social media play a very important role in consumer experience building and fulfilling their purchase needs. Moreover, it can be presumed that the opportunities that social media present as an instrument for customer experience management far outweigh the risks associated with it.
Zarządzanie doświadczeniem klienta to praktyka, która zaczęła być coraz częściej wykorzystywana przez marki pod wpływem przyspieszającego rozwoju technologicznego na całym świecie i wejście w erę marketingu 4.0. To powoduje systematyczne odchodzenie od sprzedawania produktów na rzecz sprzedawania doświadczeń, ponieważ tylko w ten sposób firmy mogą zdobyć przewagę konkurencyjną na rynku. Media społecznościowe są z kolei jednym z najczęstszych punktów styku klientów z marką, który rośnie w popularność i stał się niezbędny w kreowaniu doświadczeń klientów przez firmy. Celem pracy jest przedstawienie i ocena roli mediów społecznościowych w zarządzaniu doświadczeniem klienta. Metodą badawczą, która została wybrana dla realizacji części badawczej był wywiad, który pozwolił za scharakteryzowanie mediów społecznościowych jako punktów styku realizujących konkretne potrzeby klientów na każdym kroku ich ścieżki zakupowej oraz pozwolił ocenić możliwości oraz ryzyka wykorzystania mediów społecznościowych do zarządzania doświadczeniem klienta. Wyniki badań pokazały, że media społecznościowe grają bardzo istotną rolę w budowaniu doświadczenia konsumentów i realizacji ich potrzeb zakupowych oraz można wywnioskować, że ich możliwości, jako narzędzia zarządzania doświadczeniem klienta, znacznie przewyższają ryzyka z tym związane.
Dostawca treści:: Repozytorium Uniwersytetu Jagiellońskiego

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Skocz do pozycji: 7.

Tytuł:: Customer Journey Clue-based Service Failure Prevention
Autorzy:: Labajan, Ruth April A.
Koomsap, Pisut
Tematy:: customer-centric service failure prevention
customer journey
service clues
customer-oriented FMEA
zarządzanie jakością
zorientowanie na klienta
FMEA; Pokaż więcej
Wydawca:: Stowarzyszenie Menedżerów Jakości i Produkcji
Powiązania:: https://bibliotekanauki.pl/articles/111856.pdf Link otwiera się w nowym oknie
Opis:: Customers and their perception towards service are considered as a determinant of service failure, and so, service failure and its prevention must be looked into from the perspective of the customers. This paper presents a customer-centric service failure prevention framework, which aims to provide a holistic way of service failure prevention by integrating service delivery assessment and failure analysis from a customer perspective, encompassing failure identification, assessment and prioritization of failures as a basis for corrective actions. Customer journey, service clues, and customer oriented-FMEA are employed to develop the proposed framework. The approach was applied to an enrolment process showing that using customer journey assists in determining customer processes, needs, wants and touch points in the service, and when used together with service clues further facilitates systematic and effective unveiling of potential failures that are important to customers. Assessment of failures and its prioritization with customer perspective leads to better prioritization that is reflective of the voice of customers. The case study shows that higher risk is imposed by actions emanating from the employees, reinforcing further that service failures not only concern functionality of the service but equally important also are the encounter of customers with service employees and the environment.
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 8.

Tytuł:: Różnice międzypokoleniowe w zachowaniu konsumentów w kanale sprzedaży usług
Autorzy:: Lipowski, Marcin
Tematy:: customer generation
customer journey
multichanneling
channel distribution
service distribution
pokolenie konsumentów
proces zakupowy
multikanałowość
kanał dystrybucji
dystrybucja usług; Pokaż więcej
Wydawca:: Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
Powiązania:: https://bibliotekanauki.pl/articles/610489.pdf Link otwiera się w nowym oknie
Opis:: The article presents differences in behaviors of representatives of Baby Boomers, and Generations X and Y in the selection of service channel distribution at the search and purchase stages. The data were conducted by computer-assisted personal interview (CAPI). The study confimed the oldest consumers’ preferences for the traditional contact in point of sales and increased use of on-line technology as consumer age declines.
W artykule zaprezentowano różnice w zachowaniach przedstawicieli pokoleń Baby Boomers, X oraz Y w wyborze kanałów dystrybucji usług na etapie poszukiwania informacji oraz zakupu. Przeprowadzone badania potwierdziły preferencje najstarszych konsumentów wobec tradycyjnego kontaktu w punkcie sprzedaży oraz wzrost wykorzystania technologii online w miarę obniżania się wieku konsumenta.
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 9.

Tytuł:: Beacons as the touchpoints on the customer journey
Autorzy:: Bajak, Maria
Tematy:: beacons
customer journey
consumer buying behavior
touchpoints
market communication
model 5A
beacon
zachowania zakupowe konsumentów
touchpointy
komunikacja rynkowa; Pokaż więcej
Wydawca:: Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Powiązania:: https://bibliotekanauki.pl/articles/27313548.pdf Link otwiera się w nowym oknie
Opis:: Purpose: The overriding goal of the presented considerations is to discuss beacons as consumer-brand touchpoints. In addition, the possibilities of using these sensors at various stages of the customer journey to implement the assumptions of the 5A model and build a lasting relationship with the buyer were indicated. Design/methodology/approach: In order to build a lasting relationship with the consumer, it is necessary to conduct multidimensional marketing communication based on numerous touchpoints. This interaction is assisted by mobile devices and many different technological solutions. One of them may be beacons, supporting consumer service at every stage of the customer journey. As part of the considerations, it was examined how the sensors can support marketing activities at individual stages of the customer journey. Findings: As part of the research, it was determined what role beacons can play at every stage of the customer journey, as well as their connections with promotion-mix elements. An attempt has been also made to indicate how these devices can create a holistic experience leading to buyer satisfaction and ultimately their loyalty. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The article can help businesses to better realize the potential of beacons as a tool to support consumers during the shopping experience. It shows practical ways of using devices as part of individual promotional mix elements, which allows for their optimal use at all stages of the customer journey. Originality/value: Although the topic of beacons in commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between sensors, the 5A model and the promotion mix tools.
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 10.

Tytuł:: Building consumer engagement and loyalty while traversing the customer journey in the online space
Autorzy:: Bajak, Maria
Spendel, Łukasz
Tematy:: consumer loyalty
E-Commerce
market communication
buyer behavior
customer journey
lojalność konsumentów
Handel elektroniczny
komunikacja rynkowa
zachowania nabywców; Pokaż więcej
Wydawca:: Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Powiązania:: https://bibliotekanauki.pl/articles/27313536.pdf Link otwiera się w nowym oknie
Opis:: Purpose: The overriding goal of the considerations is to recognize the phenomena occurring when the buyer traverses the customer journey in the online space and their importance in building his commitment and loyalty. Design/methodology/approach: Dynamic technological progress significantly influences the course of consumer's decision-making processes. Brands are looking for more and more touchpoints on the customer's journey in order to be able to smoothly surround the recipient with messages. As part of the considerations, it was examined how the forms and tools of marketing communication can support marketing activities at individual stages of the customer journey. Findings: The presented publication classifies online marketing communication tools and indicates their links with the various stages of purchasing, the 5A model and building an active consumer attitude towards the brand. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The right choice of forms and tools of marketing communication not only determines the purchase, but also builds the commitment and loyalty of the buyer, who may ultimately become a brand advocate. Therefore, it is particularly important to have a holistic approach to the dialogue with the consumer and to understand the mechanisms influencing his decisions. Originality/value: Although the topic of e-commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between online customer journey, the 5A model and the promotion mix tools.
Dostawca treści:: Biblioteka Nauki

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