Optimizing the Digital Customer Journey – Improving User Experience by Persona-Based and Situation-Aware Adaptations

Christian Märtin (), Pietro Asta () and Bärbel Bissinger ()
Additional contact information
Christian Märtin: Augsburg University of Applied Sciences
Pietro Asta: Augsburg University of Applied Sciences
Bärbel Bissinger: Capgemini

A chapter in Advances in Digital Marketing and eCommerce, 2020, pp 141-148 from Springer

Abstract: Abstract This paper discusses a novel approach for combining persona-based and situation-aware software adaptation methods for individualizing some of the touch points of the digital customer journey and thereby optimizing customer experience and effectiveness of e-commerce applications. Our approach uses emotion recognition, eye-tracking, and other individual tracking methods for adapting interactive web applications by accessing a flexible adaptation framework at runtime. The framework provides model-based support and allows for individualization at runtime by applying situation-aware adaptations. The approach is demonstrated with examples from a commercial beauty-products e-business portal.

Keywords: Digital customer journey; Touch point individualization; Customer experience; Persona-based design; Situation awareness; Adaptive software (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47595-6_18

Ordering information: This item can be ordered from
http://www.springer.com/9783030475956

DOI: 10.1007/978-3-030-47595-6_18

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().