From Customer Engagement to the Customer Journey: Understanding the Drivers of Engagement in B2C and B2B Environments

2016 ◽  
pp. 611-614 ◽  
Author(s):  
David Altounian ◽  
Rob Wiley ◽  
Victoria Woo ◽  
Scott Roberts
Keyword(s):  
Customer Engagement ◽  
Customer Journey

The architecture of the phygital customer journey: a dynamic interplay between systems of insights and systems of engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cristina Mele ◽  
Tiziana Russo-Spena
Keyword(s):  
Qualitative Method ◽  
Service Providers ◽  
Customer Engagement ◽  
Theory Approach ◽  
Customer Journey ◽  
Content Type ◽  
Smart Technologies ◽  
Grounded Theory Approach ◽  
Practical Implications ◽  
Dynamic Interplay

Purpose This paper aims to focus on how companies shape the architecture of a phygital customer journey through the exploitation of smart technologies. Design/methodology/approach The research adopts a qualitative method using a grounded theory approach involving leading players in digital customer solutions and service providers from different industries. Findings The shaping of the architecture of the phygital customer journey comes from the interplay between systems of insights and systems of engagement activated by multiple customer-provider interactions in an entanglement of physical and digital contexts. Practical implications Companies need to design a blended approach to bridge disconnected contexts, capture new opportunities and provide customer engagement along the entire journey. Originality/value This study depicts the “phygital customer journey” under systems of insights and systems of engagement: These systems operate as dynamic architectures to capture insights and engage customers.

Mobile chat servitization in the customer journey: from social capability to social suitability

2020 ◽  
Vol 32 (6) ◽  
pp. 1139-1158
Author(s):  
Letizia Lo Presti ◽  
Giulio Maggiore ◽  
Vittoria Marino
Keyword(s):  
Instant Messaging ◽  
Customer Experience ◽  
Human Interaction ◽  
Customer Engagement ◽  
Manufacturing Firm ◽  
Customer Journey ◽  
Content Type ◽  
Social Crm ◽  
Product Service ◽  
Social Capability

PurposeMobile instant messaging (MIM) is changing how we communicate with customers transforming what we used to buy as products into services. Servitization is the strategy by which the services offered in combination with a product become a central part of the offer and the value. This paper aims to focus on a new way to do business by means of mobile conversational commerce identified as a unique touchpoint for customers who wish to experience the product/service.Design/methodology/approachThis research uses the case study method and mobile content analysis of WhatsApp conversations between customer and manufacturing firm to illustrate how an artisan company succeeded with customers using MIM to track the customer journey and engage the customer during the conversation. The customer journey theory and customer engagement cycle were used to detecting the main themesFindingsThe results demonstrate that by channeling a mix between engagement and service practices into one direct touchpoint, it is possible to follow the customers throughout their journey and detect their satisfaction. Nevertheless, the research finds that new skills are needed: two-way communication skills, suitability and social CRM skills.Practical implicationsThe results provide guidance for services providers on how to improve customer experience management by allocating investment to conversational commerce as a new way of promoting the customer experience for the digital transformation of manufacturing firms.Originality/valueThis research investigates the importance of human interaction in the digital servitization as a pillar of commerce in this type of service. The paper analyzes the results from the perspective of the supplier of the service and from the perspective of customer experience.

Customer Empowerment and Satisfaction through the Consultative Selling Process in the Retail Industry

2018 ◽  
Vol 9 (3) ◽  
pp. 34-49
Author(s):  
Javier Castillo ◽  
Babu George
Keyword(s):  
Customer Satisfaction ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Retail Industry ◽  
Customer Journey ◽  
Customer Empowerment ◽  
Consultative Process ◽  
The Right ◽  
Selling Process

This article draws insight from the literature to propose a model interlinking key stages in the consultative selling process, customer engagement, and customer satisfaction. It is argued that customer journey should be designed as a process of empowering customers to make the right choices and the role of businesses should be to design and deliver products that meet with needs realized in the consultative process between the business and the customer. Even though this discussion is situated within the context of the retail industry, the findings could possibly be applied in various other customer relationship contexts as well.

Measuring and Managing Customer Engagement Value Through the Customer Journey

2017 ◽  
pp. 53-74 ◽  
Author(s):  
Rajkumar Venkatesan ◽  
J. Andrew Petersen ◽  
Leandro Guissoni
Keyword(s):  
Customer Engagement ◽  
Customer Journey

KONFIRMASI LIMA FAKTOR YANG MEMPENGARUHI KEPUASAN PESERTA PEKERJA BUKAN PENERIMA UPAH (PBPU) BPJS KESEHATAN

2019 ◽  
Vol 18 (2) ◽  
pp. 64-74
Author(s):  
Maya Fitri Nuraeni
Keyword(s):  
Customer Value ◽  
Customer Engagement ◽  
Cross Sectional ◽  
Customer Relation Management

Kepuasan pelanggan merupakan suatu pemenuhan harapan pelanggan yang dirasakan sesuai dengan ekspektasi yang diharapkan. Tujuan penelitian Mengetahui pengaruh langsung dan tidak langsung serta besaranya antara faktor Customer Relation Management (CRM), Customer Engagement, Kualitas Layanan, Trust dan Costumer value  Terhadap Kepuasan Peserta PBPU BPJS Kesehatan KC Depok Tahun 2018. Desain penelitian cross sectional. Populasi penelitian keseluruhan peserta di BPJS Kesehatan KC Depok. jumlah sampel dalam penelitian ini adalah smpel 130 peserta PBPU yang berkunjung ke KC Depok. Metode analisis menggunakan SmartPLS 2.0 dan SPSS 16. Hasil penelitian menunjukkan variabel CRM  24,58%, Customer Engagement 19,50 %. Kualitas Layanan 11,93%, Trust 14,36%,Costumer value 6,13%. pengaruh langsung CRM terhadap Customer Engagement 49,96%, CRM terhadap kualitas layanan 66,42%, CRM terhadap Trust 4,38%, CRM terhadap customer value 30,80%, Customer Engagement terhadap kualitas layanan 4,58% Customer Engagement terhadap Trust 15,21%, Customer Engagement terhadap customer value 16,77 Kualitas Layanan terhadap Trust 30,66%, Kualitas Layanan terhadap customer value 11,01%, Trust terhadap customer value 14,54%. Dengan demikian dapat ditarik kesimpulan bahwa  paling mempengaruhi Kepuasan Peserta PBPU BPJS Kesehatan KC Depok, dikarenakan CRM merupakan keseluruhan proses membangun dan memelihara hubungan peserta khususnya PBPU dengan BPJS kesehatan yang akan meminimalisir penurunan kualiatas pelayanan sehingga dapat meningkatkan pelayanan yang lebih baik. BPJS Kesehatan KC Depok diharapkan dapat memberikan pelayanan terbaik bagi npeserta sesuai dengan nilai dasar untuk tercapainya kepuasan pelanggan.

Customer Engagement in the Process of Service Provision

2019 ◽  
Vol 3 (1) ◽  
pp. 12-23
Author(s):  
Katharina-Maria Fonferek ◽  
Michael Kleinaltenkamp ◽  
Jana Möller
Keyword(s):  
Service Provision ◽  
Customer Engagement

EMOTION, COMPENSATION AND CUSTOMER ENGAGEMENT: EVIDENCE FROM LUXURY HOTELS IN CHINA

2018 ◽  
Vol 2018 ◽  
pp. 510-517
Author(s):  
Doris Chenguang Wu ◽  
◽  
Namho Chung ◽  
Zhaohan Hua ◽  
Hee Chung Chung
Keyword(s):  
Customer Engagement ◽  
Luxury Hotels

ANTECEDENTS AND OUTCOME OF CUSTOMER ENGAGEMENT WITH THE HOTEL BRAND COMMUNITIES EMBEDDED IN FACEBOOK

2018 ◽  
pp. 1634-1635
Author(s):  
Reham Touni ◽  
◽  
Woody G. Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ali
Keyword(s):  
Customer Engagement ◽  
Brand Communities
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