How consumer digital signals are reshaping the customer journey
Marketers are adopting increasingly sophisticated ways to engage with customers throughout their journeys. We extend prior perspectives on the customer journey by introducing the role of digital signals that consumers emit throughout their activities. We argue that the ability to detect and act on c...
| Main Authors: | , , , , , , , , , , , |
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| Format: | Journal article |
| Language: | English |
| Published: |
Springer
2022
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| _version_ | 1826309049510002688 |
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| author | Schweidel, DA Bart, Y Inman, JJ Stephen, AT Libai, B Andrews, M Rosario, AB Chae, I Chen, Z Kupor, D Longoni, C Thomaz, F |
| author_facet | Schweidel, DA Bart, Y Inman, JJ Stephen, AT Libai, B Andrews, M Rosario, AB Chae, I Chen, Z Kupor, D Longoni, C Thomaz, F |
| author_sort | Schweidel, DA |
| collection | OXFORD |
| description | Marketers are adopting increasingly sophisticated ways to engage with customers throughout their journeys. We extend prior perspectives on the customer journey by introducing the role of digital signals that consumers emit throughout their activities. We argue that the ability to detect and act on consumer digital signals is a source of competitive advantage for firms. Technology enables firms to collect, interpret, and act on these signals to better manage the customer journey. While some consumers' desire for privacy can restrict the opportunities technology provides marketers, other consumers' desire for personalization can encourage the use of technology to inform marketing efforts. We posit that this difference in consumers' willingness to emit observable signals may hinge on the strength of their relationship with the firm. We next discuss factors that may shift consumer preferences and consequently affect the technology-enabled opportunities available to firms. We conclude with a research agenda that focuses on consumers, firms, and regulators. |
| first_indexed | 2024-03-07T07:28:25Z |
| format | Journal article |
| id | oxford-uuid:20f57a62-ca55-447f-84c5-27be5ddcdddb |
| institution | University of Oxford |
| language | English |
| last_indexed | 2024-03-07T07:28:25Z |
| publishDate | 2022 |
| publisher | Springer |
| record_format | dspace |
| spelling | oxford-uuid:20f57a62-ca55-447f-84c5-27be5ddcdddb2022-12-16T08:11:52ZHow consumer digital signals are reshaping the customer journeyJournal articlehttp://purl.org/coar/resource_type/c_dcae04bcuuid:20f57a62-ca55-447f-84c5-27be5ddcdddbEnglishSymplectic ElementsSpringer2022Schweidel, DABart, YInman, JJStephen, ATLibai, BAndrews, MRosario, ABChae, IChen, ZKupor, DLongoni, CThomaz, FMarketers are adopting increasingly sophisticated ways to engage with customers throughout their journeys. We extend prior perspectives on the customer journey by introducing the role of digital signals that consumers emit throughout their activities. We argue that the ability to detect and act on consumer digital signals is a source of competitive advantage for firms. Technology enables firms to collect, interpret, and act on these signals to better manage the customer journey. While some consumers' desire for privacy can restrict the opportunities technology provides marketers, other consumers' desire for personalization can encourage the use of technology to inform marketing efforts. We posit that this difference in consumers' willingness to emit observable signals may hinge on the strength of their relationship with the firm. We next discuss factors that may shift consumer preferences and consequently affect the technology-enabled opportunities available to firms. We conclude with a research agenda that focuses on consumers, firms, and regulators. |
| spellingShingle | Schweidel, DA Bart, Y Inman, JJ Stephen, AT Libai, B Andrews, M Rosario, AB Chae, I Chen, Z Kupor, D Longoni, C Thomaz, F How consumer digital signals are reshaping the customer journey |
| title | How consumer digital signals are reshaping the customer journey |
| title_full | How consumer digital signals are reshaping the customer journey |
| title_fullStr | How consumer digital signals are reshaping the customer journey |
| title_full_unstemmed | How consumer digital signals are reshaping the customer journey |
| title_short | How consumer digital signals are reshaping the customer journey |
| title_sort | how consumer digital signals are reshaping the customer journey |
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