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

Guillermo Mondragon, Keily Mendez, David Mauricio, Edgar Diaz

Resultado de la investigación: Capítulo del libro/informe/acta de congresoContribución a la conferenciarevisión exhaustiva

1 Cita (Scopus)

Resumen

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.

Idioma originalInglés
Título de la publicación alojadaProceedings of the 2019 IEEE 26th International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019
EditorialInstitute of Electrical and Electronics Engineers Inc.
ISBN (versión digital)9781728136462
DOI
EstadoPublicada - ago 2019
Evento26th IEEE International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019 - Lima, Perú
Duración: 12 ago 201914 ago 2019

Serie de la publicación

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

Conferencia

Conferencia26th IEEE International Conference on Electronics, Electrical Engineering and Computing, INTERCON 2019
País/TerritorioPerú
CiudadLima
Período12/08/1914/08/19

Nota bibliográfica

Publisher Copyright:
© 2019 IEEE.

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