Customer experience management builds both on well-known and new elements. The ‘customer expectations – company promises’ gap is already established. Yet, expectations have to be addressed along the total customer journey. Experience design is rather new, although partially related to user design and service design. Correctly capturing customer experience (methodologies, metrics, mapping) needs further exploration.

1. Executive seminar
Πολυ-καναλικό
Μάρκετινγκ &
εμπειρία πελάτη
Customer experience management:
An integrative framework
by Sergios Dimitriadis

2. What the customer
does and experiences
(CJ mapping, CX measures)
What the customer
expects
(expectations)
What the company
offers
(process & CΧ design)
What the company
promises
(positioning,
communication)
Gap
Gap
Gap
Gap
A CX management framework
Channels

3. What the customer
does and experiences
(CJ mapping, CX measures)
What the customer
expects
(expectations)
What the company
offers
(process & CΧ design)
What the company
promises
(positioning,
communication)
Gap
Gap
Gap
Gap
A CX management framework
Channels

4. Customer experience
What the company has promised
 brand positioning
 customer value proposition
 the promise
 vision, values, mission
 communication
… to external and internal customers

5. Brand positioning –The promise
So, is it shared by all …
 internal stakeholders
 personnel – employees
 partners ?

6. What the customer
does and experiences
(CJ mapping, CX measures)
What the customer
expects
(expectations)
What the company
offers
(process & CΧ design)
What the company
promises
(positioning,
communication)
Gap
Gap
Gap
Gap
A CX management framework
Channels

7. What the customer expects
Benchmarks:
• past experiences
• WoM
• personal standards
• context
Customer experience

8. Meet or exceed customer expectations?
Customer experience

9.  You deliver both feelings AND specs
 Customers have different levels of expectations along the Customer Journey
 Expectations are person and context specific -> personas
Customer experience

10. So…
 How well do you know your customers’ expectations?
 Have you identified the critical moments of the Customer Journey?
Customer experience

11. What the customer
does and experiences
(CJ mapping, CX measures)
What the customer
expects
(expectations)
What the company
offers
(process & CΧ design)
What the company
promises
(positioning,
communication)
Gap
Gap
Gap
Gap
A CX management framework
Channels

12. Customer journey mapping
How?
 in-house workshop
 ethnography, shadowing, service safari, diary
 interviews, focus groups
 analytics (attribution models, etc)
Customer experience

13. Attribution Models & Paths

14. Customer Journey mapping: methodologies
Consumer Journey Phase Need recognition
Information
search
Evaluation of
alternatives
Decision Purchase Use Post-use behavior
Who, What, How
Prospects, follow them along the total journey
Current customers / users (given personas)
Past customers
For all users
Recruitment issues: how many? Filtering?

15. What the customer
does and experiences
(CJ mapping, CX measures)
What the customer
expects
(expectations)
What the company
offers
(process & CΧ design)
What the company
promises
(positioning,
communication)
Gap
Gap
Gap
Gap
A CX management framework
Channels

16. What your channels are designed, briefed, instructed, constrained, empowered to
deliver (CΧ design).
• product
• service
• employees
• terms & conditions
• service scape
• processes & operations
Customer experience

17. Customer journeys vs Blueprints
Customer experience

18. • Social interactions
• Crowd-sourced & peer-to-peer experiences
• Self-generated experiences
Customer experience

19. https://www.digima.gr/customer-experience/