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 proceedingConference contributionpeer-review

1 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 languageEnglish
Title of host publicationProceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019
PublisherInstitute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)9781728136462
DOIs
StatePublished - Aug 2019
Event26th IEEE International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019 - Lima, Peru
Duration: 12 Aug 201914 Aug 2019

Publication series

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

Conference

Conference26th IEEE International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019
Country/TerritoryPeru
CityLima
Period12/08/1914/08/19

Bibliographical note

Publisher Copyright:
© 2019 IEEE.

Keywords

  • Business intelligence
  • CEM
  • Customer experience
  • Customer journey
  • Retail

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