De hoofdvraag die beantwoord wordt in dit onderzoek is de volgende: Hoe kan de beleving van bezoekers van Nationaal Park Weerribben Wieden geoptimaliseerd worden in de verschillende fasen van de customer journey? De volgende sub vragen worden beantwoord in dit onderzoek: - Met welke touchpoints zijn de verschillende fasen van de customer journey ingericht? - Welke promotionele boodschap (motivaties en belevenissen) worden gecommuniceerd door middel van de touchpoints? - Welke touchpoints worden gebruikt door de bezoekers (dagbezoekers en verblijfstoeristen)? - Naar welke ervaringen/belevenissen is de bezoeker op zoek (motivaties)? Na het beantwoorden van de onderzoeksvragen worden aanbevelingen gedaan over de vraag hoe de touch points nog beter in te richten zijn om die beleving/ervaring verder te optimaliseren.
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The focus of this chapter is the customer journey, a concept that has emerged from business practice and that now commands the attention of practitioners and academics alike. The customer journey is defined as the sum total of all customer interactions with a product, brand or organization across multiple channels and touchpoints. The customer journey is still primarily a concept from business practice and is an immature field for academics. As a result, we draw upon existing literature streams, which are not directly focused on the customer journey but which deliver key insights and enable us to build understanding. Specifically, we draw upon multichannel management and services management research and demonstrate how these knowledge streams help to build understanding of the dynamics of the customer as they move along their journey. We present a detailed examination of one specific form of customer journey, the shopper journey, and assess the drivers of shopping channel choice and journey configuration. The evolution of the shopper journey from single channel, through multichannel, to omnichannel is discussed. The chapter then moves on to discuss the service journey, broadening the journey perspective from the act of shopping to the holistic experience of service consumption. The key role of the customer in co-creating value along the service journey is identified, and we note the importance of personalization and of understanding customers’ relational needs to service journey optimization. Next, we examine the role that customer journey mapping can play in helping organizations to understand and improve their customers’ current journey configurations and in informing future service journey design. The challenges inherent in measuring the customer experience along the journey are discussed, and alternative customer journey metrics are evaluated. The chapter concludes with our reflections on the current state of knowledge, and we identify future directions for customer journey research and also future challenges for business practice.
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The focus of this chapter is the customer journey, a concept which has emerged from business practice and which now commands the attention of practitioners and academics alike. The customer journey is defined as the sum total of all customer interactions with a product, brand or organization across multiple channels and touchpoints. The customer journey is still primarily a concept from business practice and is an immature field for academics. As a result, we draw upon existing literature streams which are not directly focused on the customer journey, but which deliver key insights and enable us to build understanding. Specifically, we draw upon multichannel management and services management research and demonstrate how these knowledge streams help to build understanding of the dynamics of the customer as they move along their journey. We present a detailed examination of one specific form of customer journey, the shopper journey, and assess the drivers of shopping channel choice and journey configuration. The evolution of the shopper journey from single channel, through multichannel, to omnichannel is discussed. The chapter then moves on to discuss the service journey, broadening the journey perspective from the act of shopping to the holistic experience of service consumption. The key role of the customer in co-creating value along the service journey is identified, and we note the importance of personalization and of understanding customers’ relational needs to service journey optimization. Next, we examine the role that customer journey mapping can play in helping organizations to understand and improve their customers’ current journey configurations, and in informing future service journey design. The challenges inherent in measuring the customer experience along the journey are discussed, and alternative customer journey metrics are evaluated. The chapter concludes with our reflections on the current state of knowledge and we identify future directions for customer journey research and also future challenges for business practice.
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From the article: Globalization and technological innovation has led to an increasing competition between telecommunication service providers and has eroded traditional product- and service-based differentiation. One way to gain a competitive advantage is to create distinctiveness by improving customer experience in such a manner that it leads to higher customer satisfaction and loyalty. One of the drivers to improve the customer experience is the service interface. To improve this service interface, organizations must get insight into their customer interaction process. The amount of data about customers and the service provider processes is increasing and becoming more readily available for analysis. Process mining is a technique to provide insight into these processes. In this paper, a framework is presented to improve the customer satisfaction by alignment of the business service delivery process and the customer experience by applying process mining.
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Customer-supplier relationships are becoming more digital. However, a personal approach still seems to be a key success factor in the service journey, creating an optimal customer experience. In this research, we investigated the effects of a personal communication approach on customer experience and customer relationship. The personal touch was operationalised in two studies focusing on written forms of communication (Study 1) and spoken forms of communication (Study 2) amongst customers of an energy company. Both studies show that a personal tone of voice in customer contact results in a more positive customer experience (in terms of consumption emotions, customer satisfaction and recommendation intention). However, it does not impact the long term relationships between service provider and customers. Customers do not adjust previously built relationship norms when they are approached in a more or less personal way, as long as the chosen approach does not violate relationship norms. The research is relevant for organisations interested in the effects of a more personal approach in customer contact. The paper combines existing theories on customer experience and customer communication with the existing theories on relational models.
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Aanleiding : Het vakgebied Customer Experience is de laatste jaren enorm in ontwikkeling. Organisaties zien de toegevoegde waarde van een positieve klantbeleving. Voor commerciële organisaties kan een positieve klantbeleving leiden tot meer tevreden klanten die loyaler zijn naar de organisatie, meer bereid zijn de organisatie aan te bevelen (NPS) en minder gevoelig zijn voor prijs. Voor organisaties in de publieke sector kan een goede klantbeleving daarnaast leiden tot een beter imago en meer vertrouwen in de organisatie. Omdat klantbeleving een steeds belangrijker plek inneemt op de agenda van organisaties heeft het lectoraat Marketing en Customer Experience in 2021 besloten om een onderzoek te doen naar de toekomst van het vakgebied customer experience. Het belangrijkste doel van dit onderzoek was om duidelijk te krijgen hoe deze toekomst er mogelijk uit komt te zien en wat hiervan uiteindelijk de consequenties zijn voor nader onderzoek, onderwijs en de beroepspraktijk.
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Studenten van Trendpanel Gezelschapsdieren (Aeres Hogeschool en HAS Hogeschool) presenteren de derde editie van de Pet Monitor, waarin onder andere aandacht wordt geschonken aan de invloed van corona op de economie en de huisdiersector in het bijzonder.
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What Moves People: Sustainable Travel to Events at Arena PoortToday over 50% of the event goers who are going to a venue at the Poort are travelling by car. Unfortunately this has a big downside for the environment.This interactive experience map presents opportunities in which event goers can be stimulated to travel more sustainably. It shows journey of an event goer traveling to a venue at the Arena Poort. The experience map is based on several interviews, user trips and user tests done by students of the AUAS for the research group Creative Media for Social Change. The customer journey documents the emotional experience of visitors in their journey to and from the venue when they go to an event.
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Design/methodology Organisations are digitising the customer journey at a fast pace but have no idea what the effects of digitisation will be on customer experience and customer relationships. This paper describes two studies on digitisation in customer contact and the effects on customer experience and customer relationships. The first study examines how a relatively new medium, such as chat, relates to more a traditional medium such as the telephone. The second study examines the effects of re-directing customers from a traditional channel like telephone to the internet. Purpose: The research described in this paper was designed to measure these effects of digitisation on customer experience and customer relationships. Findings: Findings show that customers have a more positive customer experience when they use a digital channel like chat than when they use a traditional channel like phone, regardless of whether they have a simple or a complex question. The use of a digital channel does not have an impact on the customer relationship. Channel direction, however, has a negative impact on customer experience but also does not have an impact on the relationship. Practical implications: Our research shows that the use of digital channels like chat, unlike what people often think, do not necessarily have to lead to a deterioration of customer experience. In certain cases, the use of digital channels will lead to an improvement of customer experience. The research results also show that neither the used communication-medium nor a restriction of freedom of choice have a significant influence on the relational models. Originality: The most important contribution of this paper to the scientific literature is that it provides a deeper insight into the effects of some aspects of digitisation on customer experience and customer relationships. It also provides insight into the applicability of relational models in existing customer–supplier relationships.
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