Column 10 · Service, Value, and Experience · Era 6, Engagement and Networks (2010s)
Customer Experience
Outputs: performance · Landmark · Cluster IV, Customer and Brand Assets
Description
Lemon and Verhoef conceptualized customer experience as a multidimensional response to touchpoints across the prepurchase, purchase, and postpurchase stages of the customer journey, integrating prior literatures into one framework.
Managerial Implications
Customer experience is the customer's total journey across touchpoints and over time, including those the firm does not control, and it drives satisfaction and loyalty more than any single interaction. Map the journey in the customer's terms, from need recognition through purchase to use and repurchase, find the moments that matter and the pain points, and assign ownership of the whole journey, since touchpoint owners optimize parts.