TY - GEN
T1 - Customer experiences in retail
T2 - 12th International Conference on Social Computing and Social Media, SCSM 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020
AU - Bascur, Camila
AU - Rusu, Cristian
AU - Quiñones, Daniela
N1 - Publisher Copyright:
© Springer Nature Switzerland AG 2020.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020
Y1 - 2020
N2 - Customer eXperience (CX) is a relatively new concept in the industry and generally related to marketing. It is focused examining the entire client’s journey and experiences with various systems, products or services offered by a company. Lately, there is a growing interest in CX by organizations, since it is one of the most important factors when it comes to maintaining a competitive advantage with their peers. Adding to this, that customers nowadays seek to create an experience beyond the acquisition of a product. The article examines a specific case study of a Chilean retail store through two Customer Journey Map (CJM) of the main sales channels (physical and virtual). In which the stages of the purchasing process are identified, considering the activities within these stages, the touchpoints and the elements present in the touchpoints, in order to make a comparison of the trips of the clients in their different channels of sale.
AB - Customer eXperience (CX) is a relatively new concept in the industry and generally related to marketing. It is focused examining the entire client’s journey and experiences with various systems, products or services offered by a company. Lately, there is a growing interest in CX by organizations, since it is one of the most important factors when it comes to maintaining a competitive advantage with their peers. Adding to this, that customers nowadays seek to create an experience beyond the acquisition of a product. The article examines a specific case study of a Chilean retail store through two Customer Journey Map (CJM) of the main sales channels (physical and virtual). In which the stages of the purchasing process are identified, considering the activities within these stages, the touchpoints and the elements present in the touchpoints, in order to make a comparison of the trips of the clients in their different channels of sale.
KW - Customer Journey Map
KW - Customer eXperience
KW - Touchpoint
UR - http://www.scopus.com/inward/record.url?scp=85088517274&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-49576-3_12
DO - 10.1007/978-3-030-49576-3_12
M3 - Conference contribution
AN - SCOPUS:85088517274
SN - 9783030495756
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 171
EP - 180
BT - Social Computing and Social Media. Participation, User Experience, Consumer Experience, and Applications of Social Computing - 12th International Conference, SCSM 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings
A2 - Meiselwitz, Gabriele
PB - Springer
Y2 - 19 July 2020 through 24 July 2020
ER -