Customer Journey Management

Daniel D. Prior
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Daniel D. Prior: University of New South Wales

Chapter 5 in B2B Customer Engagement Strategy, 2023, pp 91-117 from Springer

Abstract: Abstract In this chapter, we focus on customer journey management as one of the CE sub-capabilities. We see that customer brand touchpoint interactions differ in terms of their customer impact and customer involvement. These ideas reflect the degree of immersion the customer has in the company’s brand. We use these dimensions as the basis for a framework that could be useful when trying to assess brand touchpoints in terms of their impacts on CX.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-23409-5_5

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DOI: 10.1007/978-3-031-23409-5_5

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