Evaluation model of the digital experience in the retail sector using customer journey

Guillermo Mondragon, Keily Mendez, David Mauricio, Edgar Diaz

Research output: Contribution to conferencePaper

1 Scopus citations

Abstract

© 2019 IEEE. Understanding the experience of the customers in e-commerce is very important for the company's strategy in digital media, since it allows to make decisions in the campaigns to be implemented. Nowadays, social networks have an analytics section to obtain interaction information and general data of their clients, and Google Analytics provides information on website traffic and social network campaigns, so it is possible to exploit this information to understand better the customer experience. This article proposes a technological model that allows to capture, evaluate and visualize the customer experience in the customer journey phases (awareness, consideration, purchase, use and loyalty). Through the evaluation, the pre-purchase process, purchase and post-purchase is monitored. The model was implemented in a company of the retail sector that allowed an improvement in sales by more than 50% in 2 months.
Original languageAmerican English
DOIs
StatePublished - 1 Aug 2019
Externally publishedYes
EventProceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019 -
Duration: 1 Aug 2019 → …

Conference

ConferenceProceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019
Period1/08/19 → …

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  • Cite this

    Mondragon, G., Mendez, K., Mauricio, D., & Diaz, E. (2019). Evaluation model of the digital experience in the retail sector using customer journey. Paper presented at Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019, . https://doi.org/10.1109/INTERCON.2019.8853635