The customer journey: a proposal of indicators to evaluate integration and customer orientation

Abstract

Digitalization and social media are transforming company–consumer interactions, opening new communication avenues. Companies are thus adopting an omnichannel strategy to offer multiple media and channels for use before, during, and after purchase – that is, during the customer journey. The success of this journey requires both effective integration of the company’s offline and online channels and strong consistency in communication terms. In this context, offering a smooth transition between touchpoints along the consumer journey to optimize consumers’ experience requires appropriate omnichannel integration. However, little is known about how to assess customer journey, despite the implications therein for companies’ performance and consumer reactions. To fill this gap, the present paper proposes and validates indicators to measure the extent to which controlled touchpoints are really integrated and oriented toward the consumer and provide a satisfactory customer journey. Focusing on corporate website, brand pages on social network sites, apps, and physical stores as fully controlled touchpoints, we offer an instrument to assess integration and customer orientation, as well as avenues for further extension. Application of the indicators comprising the instrument reveals that integration is improving and customer-centric approach is gaining attention, but still has room for improvement. Theoretical and managerial contributions are discussed.

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