Lemon & verhoef - understanding CX throughout the customer journey

Question 1

CX falls into three areas:

Answer 1

1. CX and the customer journey, focusing on processes, behaviors, and value creation, including early buying behavior models, CRM, and customer engagement.
2. CX measurement, which examines outcomes like satisfaction, service quality, and relationship marketing.
3. CX management, addressing customer-centric organizational factors that shape the overall experience.

Question 2

Customer journey, stages:

Answer 2

• Prepurchase covers interactions before a transaction, including need recognition, search, and evaluation.
• Purchase involves direct transaction interactions like selection, ordering, and payment, a stage well-studied for its impact on decision-making and service design.
• Postpurchase includes product use, service encounters, returns, word of mouth, and loyalty behaviors that can restart the journey.

Question 3

CX involves four key types of touchpoints:

Answer 3

1. Brand-owned touchpoints
2. Partner-owned touchpoints
3. Customer-owned touchpoints
4. Social/external touchpoints

Question 4

Customer journey Analysis

Answer 4

1. Service blueprinting (tool)
2. Multichannel behavior
3. Mobile devices

Question 5

Customer experience management, consists of:

Answer 5

1. Customer journey and touchpoint design
2. Partner and network management
3. Internal firm perspective.

Question 6

CX, The perspectives:

Answer 6

• Phenomenological approach: focuses on the individual’s psychological and lived experience, their moods, feelings, and subjective responses.
• Socioeconomic approach: focuses on service design, environment, and collective customer feedback.

Question 7

Common CX metrics:

Answer 7

• Customer Effort Score (CES)
• Customer Lifetime Value (CLV)
• Net Promoter Score (NPS)
• Customer Satisfaction Score (CSAT)
• SERVQUAL

Question 8

Theatrical metaphor in Service Blueprinting, key elements:

Answer 8

1. Service facilities (stage)
2. Personnel (cast)
3. Roles
4. Scripts

Question 9

Blueprint layers are separated by:

Answer 9

• Line of interaction
• Line of visibility
• Line of internal interaction