The document discusses the importance of customer experience (CX) management and an integrative framework that assesses what customers do, expect, and how companies meet these expectations. It emphasizes the need for companies to align their offerings, promises, and branding with customer experiences throughout the journey, identifying gaps through various mapping methodologies. The insights highlight the significance of understanding customer personas and critical moments to enhance satisfaction and meet or exceed expectations.

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/