Lecture 1. Lemon & Verhoef (2016), Herhausen et al. (2016)
Understanding Customer Experience Throughout the Customer Journey in Journal of
Marketing (Lemon & Verhoef (2016)
What is the focus / objective / research question(s) of the paper?:
The focus of the paper is to provide a comprehensive understanding of customer experience
(CX) and the customer journey, as well as to identify the drivers and consequences of CX.
= Customer Experience richt zich op de algehele ervaring die klanten hebben met een bedrijf.
= Customer Journey zich specifiek richt op de stappen die klanten nemen tijdens het
aankoopproces.
What are the main findings in the paper?:
The paper also emphasizes the importance of understanding how existing marketing
constructs, such as service quality, commitment, and customer engagement, relate to CX and
interact with one another, and the need for new techniques for data collection and analysis to
capture customer experience data in situ.
(How) Are the results/concepts relevant for marketers in practice?:
Understanding the drivers and consequences of CX can help marketers design and manage
customer experiences more effectively, leading to improvements in customer satisfaction,
loyalty, and word-of-mouth.
Loyalty Formation for Different Customer Journey Segments in Journal of Retailing
(Herhausen et al (2019)
What is the focus / objective / research question(s) of the paper?:
The focus of the paper is to identify different customer journey segments, explore the impact
of mobile device usage on these segments, and investigate the components of customer
experience that contribute to customer loyalty for the distinct customer journey segments.
What are the main findings in the paper?:
● Identification of five robust customer journey segments: store-focused shoppers,
pragmatic online shoppers, extensive online shoppers, multiple touchpoint shoppers,
and online-to-offline shoppers.
● Stability of these segments over time, despite the substantial increase in mobile device
usage.
● Segment-specific differences in the importance of touchpoints, mobile device usage,
and the relationships between various loyalty antecedents and customer loyalty.
● The absence of a showrooming segment, with a focus on webrooming behavior,
suggesting the importance of providing a seamless experience from online
touchpoints to physical stores.
(How) Are the results/concepts relevant for marketers in practice :
They provide insights into how to manage distinct customer segments along their path to
purchase. The findings suggest that retailers can develop segment-specific strategies to serve
different customer segments and create customer loyalty. For example, retailers can tailor
their touchpoints and allocate resources according to the specific needs of each segment.
,What is the difference between channels and touchpoints? Can you also give an example?:
Channels: are defined as customer contact points or the mediums through which the firm and
the customer interact. They can be physical, such as a store, or digital, such as an online store
or a catalog.
Touchpoints: refer to specific interactions between the customer and the firm within a
channel. For example, touchpoints could include visiting the website, interacting with
customer service, or making a purchase.
What are "customer journey segments"?
Customer journey segments: refer to distinct groups of customers who exhibit similar
behaviors and preferences throughout their purchasing journey. Understanding different
customer journey segments is important for managers because it allows them to tailor their
marketing strategies and touchpoint allocation to effectively serve the unique needs and
preferences of each segment.
What does the study find concerning showrooming behavior? Does this make sense, given
your own consumer experience?:
The study finds that the threat of showrooming behavior, where customers search in a
retailer's physical stores and then purchase from another retailer online, may be overrated.
Instead, the study identifies a consistent behavior of webrooming, where customers research
online and then makes purchases in physical stores.
What does the study find about offline shopping behavior? Is this likely to be true across
different industries?:
The study finds that there is a segment of online-to-offline shoppers who primarily search
online and then make purchases offline. This behavior is likely to be true across different
industries, as many customers prefer to research and compare products online before making
a final purchase in a physical store. However, the extent of offline shopping behavior may
vary depending on the nature of the product or service, as well as the preferences and habits
of the target customer segment.
, Lecture 2. - Reinartz et al. (2019)
THE RISE OF DIGITAL (RETAIL) PLATFORMS (Reinartz et al. (2019)
5 sources of value creation:
1.Expansion of offerings: Platforms expand the range of services and products to capture
growth potential.
2.Channel expansion: The digital business model serves to complement stationary retail.
3.New customer acquisition: Platforms enable additional traffic and greater reach.
4.CRM (customer relationship management): Platforms increase retention of existing
customers and provide a new interface for interaction.
5.Risk reduction: Platforms protect companies from competition in their core market and help
prevent loss of relevance.
What is the focus / objective / research question(s) of the paper?:
The focus of the paper is to examine the strategically important issue of digital platforms in
the retail trade. It aims to understand the implications of digital platforms for the entire retail
landscape and public policy. The research questions revolve around how companies can
optimize their product ranges, engage with digital platforms, and develop new skills to thrive
in the platformized market environment.
What are the main findings in the paper?:
The main findings of the paper include the importance of differentiation, the factors to
consider when selecting a third-party platform, and the strategies for dealing with the
increasing platformization. It also highlights the potential benefits of developing a company's
own digital platform, such as expansion of offerings, new customer acquisition, and data
collection. Additionally, it emphasizes the risks of selling on a third-party platform, such as
intense competition and the need for platform control and trust between partners.
(How) Are the results/concepts relevant for marketers in practice?:
The results and concepts presented in the paper are highly relevant for marketers in practice.
They provide insights into the challenges and opportunities of digital platforms, as well as
strategies for companies to thrive in the platformized market environment. Marketers can use
this information to make informed decisions about developing their own digital platforms,
engaging with third-party platforms, and differentiating their offerings to meet consumer
needs.
Understanding Customer Experience Throughout the Customer Journey in Journal of
Marketing (Lemon & Verhoef (2016)
What is the focus / objective / research question(s) of the paper?:
The focus of the paper is to provide a comprehensive understanding of customer experience
(CX) and the customer journey, as well as to identify the drivers and consequences of CX.
= Customer Experience richt zich op de algehele ervaring die klanten hebben met een bedrijf.
= Customer Journey zich specifiek richt op de stappen die klanten nemen tijdens het
aankoopproces.
What are the main findings in the paper?:
The paper also emphasizes the importance of understanding how existing marketing
constructs, such as service quality, commitment, and customer engagement, relate to CX and
interact with one another, and the need for new techniques for data collection and analysis to
capture customer experience data in situ.
(How) Are the results/concepts relevant for marketers in practice?:
Understanding the drivers and consequences of CX can help marketers design and manage
customer experiences more effectively, leading to improvements in customer satisfaction,
loyalty, and word-of-mouth.
Loyalty Formation for Different Customer Journey Segments in Journal of Retailing
(Herhausen et al (2019)
What is the focus / objective / research question(s) of the paper?:
The focus of the paper is to identify different customer journey segments, explore the impact
of mobile device usage on these segments, and investigate the components of customer
experience that contribute to customer loyalty for the distinct customer journey segments.
What are the main findings in the paper?:
● Identification of five robust customer journey segments: store-focused shoppers,
pragmatic online shoppers, extensive online shoppers, multiple touchpoint shoppers,
and online-to-offline shoppers.
● Stability of these segments over time, despite the substantial increase in mobile device
usage.
● Segment-specific differences in the importance of touchpoints, mobile device usage,
and the relationships between various loyalty antecedents and customer loyalty.
● The absence of a showrooming segment, with a focus on webrooming behavior,
suggesting the importance of providing a seamless experience from online
touchpoints to physical stores.
(How) Are the results/concepts relevant for marketers in practice :
They provide insights into how to manage distinct customer segments along their path to
purchase. The findings suggest that retailers can develop segment-specific strategies to serve
different customer segments and create customer loyalty. For example, retailers can tailor
their touchpoints and allocate resources according to the specific needs of each segment.
,What is the difference between channels and touchpoints? Can you also give an example?:
Channels: are defined as customer contact points or the mediums through which the firm and
the customer interact. They can be physical, such as a store, or digital, such as an online store
or a catalog.
Touchpoints: refer to specific interactions between the customer and the firm within a
channel. For example, touchpoints could include visiting the website, interacting with
customer service, or making a purchase.
What are "customer journey segments"?
Customer journey segments: refer to distinct groups of customers who exhibit similar
behaviors and preferences throughout their purchasing journey. Understanding different
customer journey segments is important for managers because it allows them to tailor their
marketing strategies and touchpoint allocation to effectively serve the unique needs and
preferences of each segment.
What does the study find concerning showrooming behavior? Does this make sense, given
your own consumer experience?:
The study finds that the threat of showrooming behavior, where customers search in a
retailer's physical stores and then purchase from another retailer online, may be overrated.
Instead, the study identifies a consistent behavior of webrooming, where customers research
online and then makes purchases in physical stores.
What does the study find about offline shopping behavior? Is this likely to be true across
different industries?:
The study finds that there is a segment of online-to-offline shoppers who primarily search
online and then make purchases offline. This behavior is likely to be true across different
industries, as many customers prefer to research and compare products online before making
a final purchase in a physical store. However, the extent of offline shopping behavior may
vary depending on the nature of the product or service, as well as the preferences and habits
of the target customer segment.
, Lecture 2. - Reinartz et al. (2019)
THE RISE OF DIGITAL (RETAIL) PLATFORMS (Reinartz et al. (2019)
5 sources of value creation:
1.Expansion of offerings: Platforms expand the range of services and products to capture
growth potential.
2.Channel expansion: The digital business model serves to complement stationary retail.
3.New customer acquisition: Platforms enable additional traffic and greater reach.
4.CRM (customer relationship management): Platforms increase retention of existing
customers and provide a new interface for interaction.
5.Risk reduction: Platforms protect companies from competition in their core market and help
prevent loss of relevance.
What is the focus / objective / research question(s) of the paper?:
The focus of the paper is to examine the strategically important issue of digital platforms in
the retail trade. It aims to understand the implications of digital platforms for the entire retail
landscape and public policy. The research questions revolve around how companies can
optimize their product ranges, engage with digital platforms, and develop new skills to thrive
in the platformized market environment.
What are the main findings in the paper?:
The main findings of the paper include the importance of differentiation, the factors to
consider when selecting a third-party platform, and the strategies for dealing with the
increasing platformization. It also highlights the potential benefits of developing a company's
own digital platform, such as expansion of offerings, new customer acquisition, and data
collection. Additionally, it emphasizes the risks of selling on a third-party platform, such as
intense competition and the need for platform control and trust between partners.
(How) Are the results/concepts relevant for marketers in practice?:
The results and concepts presented in the paper are highly relevant for marketers in practice.
They provide insights into the challenges and opportunities of digital platforms, as well as
strategies for companies to thrive in the platformized market environment. Marketers can use
this information to make informed decisions about developing their own digital platforms,
engaging with third-party platforms, and differentiating their offerings to meet consumer
needs.
