Customer journeys: a systematic literature review

Følstad, Asbjørn; Kvale, Knut

doi:10.1108/jstp-11-2014-0261

Cited by 255 publications

(223 citation statements)

References 69 publications

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“…interfaces between customers and products or services, which frame customer decisions. [32] The opportunity of touchpoints within the customer journey leads to the integrated digital marketing automation. [33] The core value of automation is the repeatability of digital marketing measures in which people do not have to intervene.…”

Section: ) Marketing Intelligence As Touchpoint Marketing and Marketmentioning

confidence: 99%

Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing

Lies¹

2019

IJIMAI

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This section introduces marketing from a digital-technological point view, following the popular digitalization processes of corporations. This review thus also describes the current landscape of digital marketing. Digitalization is supposed to be "unavoidable" [2], i.e. it becomes the foundation of applied marketing. With regards to digital marketing in combination with web-based services, marketers are experiencing an epoch "(…) of technology explosion and easy access to it by consumers (…)." [3] 1) Marketing Intelligence as IT-marketing and Big Data Marketing The introductory part of this paper concentrates on the term "marketing intelligence" in order to trace the path from digital data techniques to social engineering. The term "intelligence" is anything but new. As early as the 1960s, Kelley formulated the significance of marketing intelligence for management in the age of the information revolution. Even then, an increase in data volumes had been diagnosed [4]: Market information can be compared with that of military intelligence services. Top management staff must set up information channels at all data collection points. He proposes to create a novel position of "vice

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Section: ) Marketing Intelligence As Touchpoint Marketing and Marketmentioning

confidence: 99%

Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing

Lies¹

2019

IJIMAI

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“…The persona is based on the themes of the IPA. A journey map [13,14,45] was also produced by organizing the identified themes on a timeline before, during, and after getting a job, deciding if the theme was a positive or a negative experience, and finally adding key quotes from participants (Fig. 6).…”

Section: Step 5 -Visualize Insightsmentioning

confidence: 99%

“…A journey map describes a trajectory through a series of touchpoints before, during, and after using a service [13,14,45]. It can include not only experiences of how users feel, but also, what they do and think.…”

Section: Personas Journeys or Other Visualizationsmentioning

confidence: 99%

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Know Thy Users by Interpretative Phenomenological Analysis

Arvola¹,

Linder²

2018

JoIS

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One approach to getting to know a user and understanding the user experience (UX) is phenomenology. Currently, there is a lack of clearly defined methods for phenomenological analysis of user experience in design projects. Interpretative Phenomenological Analysis (IPA) is an approach developed in psychology, and in this article, it is adapted to the case of a pro bono design project at a UX design agency supporting a disadvantaged group of people, newly arrived immigrants to Sweden. The design project involved research on how the immigrants experienced a service that introduced them to the job market. The adapted method, UX IPA, contributed to the pro bono project with a focus on both experience and meaning, which is important in design projects that relate to major events in users’ lives. The method was considered less appropriate in UX projects for specific products with highly instrumental use. The method can, in many cases, be too costly. However, costs can possibly be reduced by top-down approaches. In commercial UX projects, the method may be appropriate for the fuzzy front-end of design and innovation, but clients may be unimpressed by the small sample size. This can potentially be alleviated by mixed-methods approaches.

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“…Many researchers understand customers' experiences is paramount to businesses so they have worked and constructed an array of conceptional frameworks in business management to ensure knowledge in this field is well equipped [4]- [6]. Nevertheless, in this new and innovative business, the escape room industry which is categorized under entertainment has substantial gaps to explore.…”

Section: Introductionmentioning

confidence: 99%

Way to Go: Mirroring Real Experiences of the Escape Rooms

2019

IJITEE

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Over the last decade, escape rooms have taken the entertainment industry by storm. Contenders sign up willingly, to be virtually locked up in unfamiliar rooms, with the understanding that they are in for an adventure of unravelling clues, puzzles and riddles as the clock ticks on them. While this phenomenon takes entertainment to the next level, the presence of escape rooms is extremely challenging in terms of continually catering to the appetites of a varied customer base. There are existing frameworks which touch on customer services, but unfortunately, none on this trade, which in fact, requires a lot of attention to ensure continuous growth and long term sustainability. This paper is an effort made to review our customers’ experiences in our escape rooms in Malaysia, to determine the constructs that are fundamental to enhancing customer experience in escape rooms in Malaysia. In addition, it functions to improve and design games suitable to their needs and most important for their frequent comebacks. This research was carried out in two establishments situated in Klang Valley, Malaysia. There were twenty contenders and they have met the criteria of at least a one-time involvement in the game. The study is qualitative in nature and it is advocated by using the sequential incident technique to excavate the customers’ perceptions which could be the base of our future Malaysian escape games. The analysis utilized is thematic and the results unearthed fifteen determinants in which nine are closely mirrored to the goaldirected behaviour model. The research benefits the discipline of customer experience mapping in this unique industry and the future escape room designs and enhancement for our escape rooms’ entrepreneurs.

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Customer journeys: a systematic literature review

Cited by 255 publications

References 69 publications

Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing

Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing

Know Thy Users by Interpretative Phenomenological Analysis

Way to Go: Mirroring Real Experiences of the Escape Rooms

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