The customer decision journey : how to overcome the weaknesses in the journey of the customer in a retail outlet with the help of digitalization?
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2017
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Abstract
"Understanding the customers and the way they interact with the businesses and markets was always beneficial to companies. Not only allowing to prioritize the efforts according to factors leading to generate the most profits but also giving a third person view on the sales process helped evolving companies to be more competitive. Nevertheless, the customer journey focuses as the name says on the customers and so human beings. The whole construct is built upon the behaviors and attitudes of a targeted group or a society. Encoding these and adapting the gained information to the business models is the key to success. However, these behaviors and attitudes changed drastically with the digitalization era - new challenges emerged. Customers are well informed and supplied products are getting of an identical type - differences barely recognizable. Therefore, aspects like services and customer friendliness are gaining more and more in importance - customer decide upon other criteria than the product itself. With the help of the customer journey, gaps between the desired customer experiences and the status quo are highlighted. The thesis aims at giving suggestions to overcome the weaknesses in the journey of the customer in a retail outlet with the help of digitalization."
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ISSUING BODY NOTE: BAU International Berlin University of Applied Sciences is the former name of Berlin International University of Applied Sciences