Understanding Customer Experience throughout the Customer Journey - Kay Lemon and Peter Verhoef

Understanding customer experience and the customer journey is more critical now than ever. With customers interacting with brands through a myriad of touchpoints in multiple channels and media, firms need to integrate multiple business functions—and even external partners—in creating and delivering positive customer experiences. In the webinar, Kay Lemon, Boston College, and Peter Verhoef, University of Groningen, will provide listeners with a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. They will examine existing frameworks of customer experience and bring together what is currently known about customer experience, customer journeys, and customer experience management. Additionally, they will identify critical areas for future research on this important topic.