Customer Journey Management: The process of understanding and managing customers’ experiences throughout their shopping journey, including all steps of the purchase process and online/offline touchpoints (Grewal and Roggeveen, 2020).
Customer Experience: A multidimensional construct based on customer’s cognitive, emotional, behavioral, sensorial, and social components, involving multiple touchpoints and actors across different phases of the customer’s journey (adapted from Lemon and Verhoef, 2016).
Touchpoints: Any interaction a customer has with a brand, whether direct or indirect, throughout their customer journey. Types include:
1. In customer journey management, what is the primary cause that leads to an improved customer experience?
2. What is the primary role of the Customer Journey Management Course Overview?
3. What does the 'Customer Journey Management Teaching Team' refer to?
Customer Journey Management — definition?
Managing customer experiences across all touchpoints.
Customer experience — components?
Cognitive, emotional, behavioral, sensorial, social.
Touchpoints — types?
Brand-owned, partner-owned, customer-owned, social/external.
Customer journey — phases?
Prepurchase, purchase, post-purchase.
Decision-making process — stages?
Recognition, search, evaluation, purchase, post-evaluation.
Course overview — purpose?
Summarizes content, objectives, and structure.
It covers the core concepts of Mastering Customer Journey Management, organized by topic with the key definitions, explanations and takeaways, so it's easier to learn and remember.
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