Designing Your Customer Experience

Florence Jacob ()
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Florence Jacob: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes

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Abstract: Improving or designing customer experiences will require mastering new skills for the company. Understanding and mapping customer journeys by collecting data will make it possible to evaluate systems and touchpoints. This will require the development of fine allocation models for each touchpoint to contribute to the final purchasing act. Big data will also be able to determine the most popular customer routes in order to optimize them. Skills in statistical data processing are, therefore, an obvious first area of expertise. It will have to be complemented by skills in data visualization and graphic design in order to make the statistical results intelligible to the management committees. Design will also be used in marketing departments to design stores that integrate more and more digital offers. Design skills must make the different physical and digital touchpoints homogeneous in order to facilitate the customer's transition from one touchpoint to another.

Date: 2019-05-15
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Published in Gilles N'Goala; Virginie Pez-Pérard; Isabelle Prim-Allaz. Augmented Customer Strategy: CRM in the Digital Age, 1, Wiley, pp.133-147, 2019, 9781119618324. ⟨10.1002/9781119618324.ch8⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04361282

DOI: 10.1002/9781119618324.ch8

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