Achieving customer experience excellence at seven critical life cycle points

Ernan Roman and Scott Emmons

Journal of Digital & Social Media Marketing, 2018, vol. 6, issue 3, 249-258

Abstract: This paper uses findings from 20,000 hours of customer research to help marketers achieve deeper and longer-lasting relationships with customers. Per the research, one of the most powerful ways to build deep customer relationships is to provide competitively differentiating customer experiences that deliver value at seven critical points in the customer’s relationship with the brand. This is effective because customers view their journey as a continuum that begins with the initial sale and continues throughout their full journey, ideally encompassing repeat sales over many years. It is therefore essential to set the right tone from the very beginning, with value, empathy and personalisation continuing throughout every step in the customer journey and encompassing all departments and levels in the organisation. Another critical requirement is that only preference-driven personalisation can deliver the sustained high-value experiences expected by today’s customers.

Keywords: CX; customer experience; customer engagement; customer journey; sales; B2B; B2C; P2P; personalisation; loyalty; VoC; voice of customer (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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