18 Jun For this paper, you are going to expand on one of the discussion forums that you have already written. You will choose one of the topics from your previous discussions on Marketing,
For this paper, you are going to expand on one of the discussion forums that you have already
written. You will choose one of the topics from your previous discussions on Marketing,
and elaborate on the current trend in this area.
Your paper should include an introduction of the topic that includes a historical definition based
on literature, a discussion of the current research in the field (last 5 years only), and a section that
addresses future questions that will need to be addressed and/or explored in research.
This paper should draw on a minimum of ten substantial journal article resources and will be 10
to 12 pages in length (not including the title page, abstract, or reference pages) observing all
APA style conventions.
You may use any articles or writings that you wrote about in your previous discussion forums in
this course.
The organization of your paper should be as follows:
-Title Page
-Introduction: Gives an overview of your topic and discusses the organization of your paper.
You would also include your historical definition here based on the literature.
-Current Research: In this section, you will include identified themes you have found in the
research articles that you reviewed. You will support each of these themes with your research
articles
-Future Questions: In this section, you will discuss the future research areas that were present in
the articles you synthesized. You should list and discuss the question and use multiple articles to
provide support. These should come directly from the research
Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.
6
Strategies to Prioritize Customer Value at All Touchpoints During the Omnichannel Customer Journey
Modesto Rodriguez
Liberty University
Strategies to Prioritize Customer Value at All Touchpoints During the Omnichannel Customer Journey
The only way for businesses to survive today's cutthroat market is to focus on providing outstanding customer service. With the introduction of digital technology and the expansion of communication channels, consumers have come to anticipate consistent experiences across all of their touchpoints. This has given rise to the theory of an "omnichannel" customer experience, in which consumers interact with a company in various ways (online, through mobile applications and websites, via social media, and in brick-and-mortar locations). However, providing consistent customer value across all these channels may take time and effort. Below, I will discuss the latest developments and future directions to maximize consumer value across the omnichannel customer experience.
Current Trends:
Customer-centric design is a current trend. More than ever, businesses are using customer-centric design concepts to provide a consistent and accessible journey for customers across their many touchpoints. To achieve this goal, companies must understand their customers' wants, requirements, and pain points at every customer journey touchpoint (Ziliani and Leva, 2018). Another current trend is the seamless integration of channels. These integrating channels are used so that the customer experience is uniform across all touchpoints and is a significant trend in pursuing customer value. For this to happen, silos must be torn down so that information can be shared and synced in real time across all relevant departments and technologies (Barwitz and Maas, 2018). Data-driven decision-making is also a current trend, and the ability to analyze and draw conclusions from large amounts of data on consumer preferences and habits has become more critical. Organizations can see the whole customer journey by collecting and analyzing data from all client interactions. This allows them to pinpoint issues, enhance customer interactions, and provide individualized service (Jocevski and Ghezzi, 2019). Predicting how customers will respond and proactively providing helpful suggestions are two further uses for AI and machine learning.
Including CSR and sustainability in the consumer experience across all touchpoints has become a significant trend. Furthermore, the integration of offline and online experiences is also a current trend; businesses realize they need to connect their physical and online channels to provide customers with a consistent and positive experience. This entails using user preferences to tailor in-store experiences using technologies like QR codes, smartphone applications, and beacon technology. (Herskovic and Gerea, 2022). Lastly, social responsibility and sustainability is yet another current trend. Customers now expect firms to operate responsibly because of the growing awareness of social and environmental concerns. Through ethical sourcing, eco-friendly procedures, and community involvement, businesses better reflect their customers' values and meet their expectations (Neely and Zaki, 2019).
Future Research:
In addition, the authors found that emotional engagement is a future research that should be investigated. Emotional engagement is a customer's ability to feel something is essential. Understanding the customer's emotional journey and how it shapes their valuation of a product or service is a promising area for future study (Jocevski and Ghezzi, 2019). Another future research touched on was metrics and measurement. Developing suitable metrics and measurement frameworks is becoming more critical as businesses attempt to prioritize customer value at all touchpoints. Key performance indicators (KPIs) for assessing customer value across channels and methods for collecting and analyzing data to evaluate the efficacy of customer value efforts might be the subject of future study (Herskovic and Gerea, 2022). Finally, voice and conversational interfaces are the authors' findings in future research. Voice assistants and conversational interfaces are becoming more popular, and it is essential to recognize their function in the context of an omnichannel consumer experience. Integrating voice interfaces into existing touchpoints to provide personalized and efficient customer support is a promising area for future study, as is the optimization of voice-based interactions (Neely and Zaki, 2019). Natural language processing and machine learning offer great potential for improving conversational experiences.
Organizations have a complicated and ever-evolving issue in prioritizing customer value across all touchpoints of the omnichannel customer experience. A customer-centric approach, streamlined channel integration, data-driven decisions, and proactive engagement are all on the rise, as seen by recent developments. However, several open research questions exist in customer value creation in collaboration, cross-channel regularity, voice and conversational interfaces, cultural and context-specific modification, and technology-driven personalization.
References
Ieva, M., & Ziliani, C. (2018). The role of customer experience touchpoints in driving loyalty intentions in services. The TQM Journal.
Barwitz, N., & Maas, P. (2018). Understanding the omnichannel customer journey: determinants of interaction choice. Journal of interactive marketing, 43(1), 116-133.
Jocevski, M., Arvidsson, N., Miragliotta, G., Ghezzi, A., & Mangiaracina, R. (2019). Transitions towards omnichannel retailing strategies: a business model perspective. International Journal of Retail & Distribution Management.
Gerea, C., & Herskovic, V. (2022). Transitioning from multichannel to Omnichannel customer experience in service-based companies: Challenges and coping strategies. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 394-413.
Zaki, M., & Neely, A. (2019). Customer experience analytics: dynamic customer-centric model. Handbook of Service Science, Volume II, 207-233.
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