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

Guillermo Mondragon; Keily Mendez; David Mauricio; Edgar Diaz

doi:10.1109/INTERCON.2019.8853635

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

Guillermo Mondragon, Keily Mendez, David Mauricio, Edgar Diaz

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

2 Scopus citations

Abstract

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 language	English
Title of host publication	Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019
Publisher	Institute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)	9781728136462
DOIs	https://doi.org/10.1109/INTERCON.2019.8853635
State	Published - Aug 2019
Event	26th IEEE International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019 - Lima, Peru Duration: 12 Aug 2019 → 14 Aug 2019

Publication series

Name	Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019

Conference

Conference	26th IEEE International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019
Country/Territory	Peru
City	Lima
Period	12/08/19 → 14/08/19

Bibliographical note

Publisher Copyright:
© 2019 IEEE.

Keywords

Business intelligence
CEM
Customer experience
Customer journey
Retail

Access to Document

10.1109/INTERCON.2019.8853635

Cite this

Mondragon, G., Mendez, K., Mauricio, D., & Diaz, E. (2019). Evaluation model of the digital experience in the retail sector using customer journey. In Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019 Article 8853635 (Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/INTERCON.2019.8853635

Mondragon, Guillermo ; Mendez, Keily ; Mauricio, David et al. / Evaluation model of the digital experience in the retail sector using customer journey. Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019. Institute of Electrical and Electronics Engineers Inc., 2019. (Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019).

@inproceedings{dc2a8df5d82f4607b6d83b52798578eb,

title = "Evaluation model of the digital experience in the retail sector using customer journey",

abstract = "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.",

keywords = "Business intelligence, CEM, Customer experience, Customer journey, Retail",

author = "Guillermo Mondragon and Keily Mendez and David Mauricio and Edgar Diaz",

note = "Publisher Copyright: {\textcopyright} 2019 IEEE.; 26th IEEE International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019 ; Conference date: 12-08-2019 Through 14-08-2019",

year = "2019",

month = aug,

doi = "10.1109/INTERCON.2019.8853635",

language = "Ingl{\'e}s",

series = "Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019",

publisher = "Institute of Electrical and Electronics Engineers Inc.",

booktitle = "Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019",

address = "Estados Unidos",

}

Mondragon, G, Mendez, K, Mauricio, D & Diaz, E 2019, Evaluation model of the digital experience in the retail sector using customer journey. in Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019., 8853635, Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019, Institute of Electrical and Electronics Engineers Inc., 26th IEEE International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019, Lima, Peru, 12/08/19. https://doi.org/10.1109/INTERCON.2019.8853635

Evaluation model of the digital experience in the retail sector using customer journey. / Mondragon, Guillermo; Mendez, Keily; Mauricio, David et al.
Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019. Institute of Electrical and Electronics Engineers Inc., 2019. 8853635 (Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Evaluation model of the digital experience in the retail sector using customer journey

AU - Mondragon, Guillermo

AU - Mendez, Keily

AU - Mauricio, David

AU - Diaz, Edgar

PY - 2019/8

Y1 - 2019/8

N2 - 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.

AB - 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.

KW - Business intelligence

KW - CEM

KW - Customer experience

KW - Customer journey

KW - Retail

UR - http://www.scopus.com/inward/record.url?scp=85073539878&partnerID=8YFLogxK

U2 - 10.1109/INTERCON.2019.8853635

DO - 10.1109/INTERCON.2019.8853635

M3 - Contribución a la conferencia

AN - SCOPUS:85073539878

T3 - Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019

BT - Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019

PB - Institute of Electrical and Electronics Engineers Inc.

T2 - 26th IEEE International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019

Y2 - 12 August 2019 through 14 August 2019

ER -

Mondragon G, Mendez K, Mauricio D, Diaz E. Evaluation model of the digital experience in the retail sector using customer journey. In Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019. Institute of Electrical and Electronics Engineers Inc. 2019. 8853635. (Proceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019). doi: 10.1109/INTERCON.2019.8853635

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

Abstract

Publication series

Conference

Bibliographical note

Keywords

Access to Document

Other files and links

Fingerprint

Cite this