文章基本信息

标题：REDEFINIENDO LA EXPERIENCIA DEL CLIENTE EN EL ENTORNO OMNICANAL
本地全文：下载
作者：Iguacel Melero ; F. Javier Sese ; Peter Verhoef 等
期刊名称：Universia Business Review
印刷版ISSN：1698-5117
出版年度：2016
期号：50
DOI：10.3232/UBR.2016.V13.N2.01
语种：English
出版社：Universia Business Review
摘要：Omni-channel marketing refers to the synergetic management of the available channels and customer touchpoints to enhance the customer experience and improve performance. It has become a cornerstone of marketing strategy but putting it into practice is still one of the major challenges that firms face today. In this study, we aim to understand how firms can manage all touchpoints across all channels in an integrated manner to provide a superior customer experience and gain competitive edge. To do so, we identify a number of key issues that firms must consider before they can embrace the changes that their organizations need to recast the customer experience and obtain superior performance. These include adopting a customer-centric approach, unifying all touchpoints across all channels, delivering personalized customer experiences, integrating the available channels, delight customers across channels, redefining the role of the physical store and embracing mobile marketing.