Consumer Response to the Evolving (original) (raw)

Kay Lemon and Frank Grillo provided complementary views on customer experience and customer journey from an academic and industry perspective, respectively. This summary describes a novel customer experience framework that Kay proposed, which Frank supplemented with real-world examples and insights on Harte Hanks' approach to customer experience management to illustrate some of the concepts from an industry perspective. Today's customer journeys are complex, thus posing a challenge for companies to manage: Customers' interactions with companies and brands before, during, and after a purchase are a diverse mixture of touchpoints in various channels and media. The combinations are countless,