Unlock Customer Understanding Smb Journey Mapping With Ai

Small to medium businesses (SMBs) often operate with limited resources, making every decision critical for growth Meaning ● Growth for SMBs is the sustainable amplification of value through strategic adaptation and capability enhancement in a dynamic market. and sustainability. Understanding the customer journey Meaning ● The Customer Journey, within the context of SMB growth, automation, and implementation, represents a visualization of the end-to-end experience a customer has with an SMB. is paramount, yet it can feel like a daunting task, relegated to larger corporations with dedicated marketing departments. This guide reframes customer journey mapping, making it not only accessible but also powerfully effective for SMBs Meaning ● SMBs are dynamic businesses, vital to economies, characterized by agility, customer focus, and innovation. through the strategic use of ChatGPT. We’re not just talking theory; this is about immediate, actionable steps that translate into tangible business improvements.

Demystifying Customer Journey Mapping For Smbs

Customer journey mapping is, at its core, about visualizing the experiences your customers have when interacting with your business. Think of it as walking in your customer’s shoes, from their initial awareness of your product or service to becoming a loyal advocate. It’s not about creating a perfect, linear path, but rather understanding the various touchpoints, emotions, and pain points customers encounter along their way.

For an SMB, this understanding is gold. It pinpoints where you excel, where you falter, and most importantly, where you can optimize to improve customer satisfaction and drive conversions.

Traditionally, customer journey mapping Meaning ● Visualizing customer interactions to improve SMB experience and growth. involved extensive workshops, customer surveys, and data analysis ● activities that can stretch an SMB’s already thin resources. This is where ChatGPT enters the picture, offering a streamlined, efficient, and cost-effective approach. ChatGPT isn’t a replacement for customer interaction, but it’s a powerful tool to synthesize existing knowledge, generate insights, and rapidly prototype journey maps that can then be validated and refined.

Why Smbs Need Customer Journey Maps Now More Than Ever

In today’s hyper-competitive digital landscape, customer expectations are higher than ever. Generic marketing and sales approaches are losing effectiveness. Customers demand personalized experiences, and they are quick to switch to competitors if their needs aren’t met. For SMBs, this means understanding the individual journeys of their customers is no longer a ‘nice-to-have’ but a ‘must-have’ for survival and growth.

Here are key reasons why SMBs should prioritize customer journey mapping:

• Enhanced Customer Experience ● By visualizing the journey, you can identify friction points and areas for improvement, leading to a smoother, more satisfying customer experience. Happy customers are repeat customers and advocates.
• Improved Marketing Effectiveness ● Understanding the journey allows you to target your marketing efforts more precisely. You can tailor your messaging and channel selection to resonate with customers at each stage of their journey, increasing conversion rates and marketing ROI.
• Increased Sales Conversions ● Identifying and addressing pain points in the sales process removes obstacles to purchase. A well-mapped journey highlights opportunities to nurture leads and guide them effectively towards becoming paying customers.
• Stronger Brand Loyalty ● When customers feel understood and valued throughout their journey, they develop a stronger connection with your brand. This fosters loyalty and advocacy, which are invaluable for sustainable growth.
• Operational Efficiency ● Customer journey mapping can reveal inefficiencies in your internal processes. By optimizing these processes to better align with the customer journey, you can streamline operations and reduce costs.

Customer journey mapping, powered by ChatGPT, transforms from a complex undertaking to an accessible and essential tool for SMB growth and customer-centric operations.

Your First Steps With Chatgpt For Journey Mapping

Getting started with ChatGPT for customer journey mapping doesn’t require technical expertise or a large budget. It begins with understanding the basic functionalities of ChatGPT and framing the right prompts to extract valuable insights. Think of ChatGPT as a knowledgeable assistant ready to help you build your map, but it needs clear instructions to be effective.

Step 1 ● Define Your Customer Personas

Before you map any journey, you need to know who your customers are. Customer personas are semi-fictional representations of your ideal customers, based on research and data about your existing and target audience. For SMBs, starting with 2-3 key personas is often sufficient. Consider these aspects when defining your personas:

• Demographics ● Age, location, income, education, occupation.
• Psychographics ● Values, interests, lifestyle, attitudes, motivations.
• Needs and Pain Points ● What problems are they trying to solve? What are their frustrations related to your industry or product type?
• Goals and Aspirations ● What are they hoping to achieve? How does your product or service fit into their broader goals?
• Technology Usage ● Which platforms and devices do they use? How comfortable are they with technology?

For example, if you run a local bakery, your personas might include “The Busy Professional” (seeking quick, convenient breakfast and lunch options) and “The Weekend Family” (looking for treats and special occasion cakes). ChatGPT can assist in fleshing out these personas. Try prompts like:

“Create a customer persona for a local bakery targeting busy professionals in a downtown area. Include demographics, needs, and online behavior.”

Step 2 ● Identify Key Journey Stages

The customer journey is typically broken down into stages. While the specific stages can vary depending on your business and industry, a common framework includes:

1. Awareness ● The customer becomes aware of your product or service.
2. Consideration ● The customer researches and evaluates your offering against competitors.
3. Decision ● The customer decides to purchase from you.
4. Purchase ● The customer completes the transaction.
5. Post-Purchase ● The customer experiences your product or service, seeks support, and potentially becomes a repeat customer or advocate.

For SMBs, it’s helpful to tailor these stages to reflect your specific business model. For instance, a SaaS company might have stages like “Trial Sign-up,” “Onboarding,” and “Subscription Renewal.” A retail store might have “In-Store Visit,” “Checkout,” and “Returns/Exchanges.”

Step 3 ● Brainstorm Touchpoints and Actions

Touchpoints are any points of interaction a customer has with your business. These can be online (website, social media, email) or offline (in-store, phone calls, events). For each stage of the journey, brainstorm all possible touchpoints a customer might encounter.

Also, consider the actions the customer takes at each touchpoint. For example:

ChatGPT can be used to brainstorm touchpoints you might be missing. Try prompts like:

“What are common touchpoints for a customer purchasing coffee beans online, from awareness to post-purchase?”

Step 4 ● Identify Customer Thoughts and Feelings

This is where empathy comes in. For each stage and touchpoint, try to anticipate what your customer might be thinking and feeling. Are they excited, confused, frustrated, delighted? Understanding the emotional journey is crucial for identifying pain points and moments of delight.

For example, during the “Checkout” stage, a customer might be thinking ● “Is this website secure? Is the shipping cost reasonable? Will my order arrive on time?” Their feelings might range from anxious (about security) to relieved (if the process is smooth). ChatGPT can help you explore potential customer emotions. Try prompts like:

“What are common customer feelings during the online checkout process for a small e-commerce store?”

Step 5 ● Map Pain Points and Opportunities

Once you have outlined the journey stages, touchpoints, actions, thoughts, and feelings, you can start to identify pain points and opportunities for improvement. Pain points are areas where customers experience frustration, confusion, or dissatisfaction. Opportunities are areas where you can enhance the customer experience, exceed expectations, and drive better business outcomes.

For example, if you identify that customers are frequently abandoning their carts during online checkout due to unexpected shipping costs, this is a pain point. An opportunity could be to offer free shipping over a certain order value or to provide clearer shipping cost estimates earlier in the process.

By systematically mapping the customer journey with ChatGPT, SMBs can gain a clear, actionable understanding of their customer experience. This is not just about creating a document; it’s about building a customer-centric mindset into the very fabric of your business. The next sections will guide you through intermediate and advanced techniques to leverage ChatGPT for even more impactful journey mapping and customer engagement.

Elevating Smb Customer Journeys Data Integration And Chatgpt

Building upon the fundamentals of customer journey mapping, the intermediate stage focuses on enriching your maps with data and leveraging ChatGPT for deeper analysis and personalization. This is where SMBs can move beyond basic journey visualization and start using data-driven insights to optimize customer interactions and drive measurable results. We are moving from simply understanding the journey to actively shaping it for better business outcomes.

Integrating Data To Enrich Your Journey Maps

While ChatGPT can generate valuable insights based on general knowledge and patterns, the real power of customer journey mapping is unlocked when you integrate your own business data. This data provides concrete evidence to validate your assumptions, identify specific pain points, and measure the impact of your optimization efforts. For SMBs, data integration doesn’t need to be complex or expensive. Start with the data you already have readily available.

Leveraging Customer Relationship Management (CRM) Data

If your SMB uses a CRM Meaning ● CRM, or Customer Relationship Management, in the context of SMBs, embodies the strategies, practices, and technologies utilized to manage and analyze customer interactions and data throughout the customer lifecycle. system (even a basic one), it’s a goldmine of customer journey data. CRM systems track customer interactions across various touchpoints, including:

• Website Activity ● Pages visited, products viewed, time spent on site.
• Marketing Interactions ● Emails opened, links clicked, ad engagements.
• Sales Interactions ● Inquiries, quotes, purchases, order history.
• Customer Service Interactions ● Support tickets, chat logs, phone calls.

By analyzing this data, you can identify patterns and trends in customer behavior at each stage of the journey. For example, you might discover that a significant number of customers abandon the sales process after requesting a quote. This signals a potential pain point in the “Decision” stage that needs further investigation.

Actionable Step ● Export relevant data from your CRM (e.g., customer demographics, purchase history, support interactions) and use ChatGPT to analyze it. Try prompts like:

“Analyze this CRM data [provide anonymized data] to identify common drop-off points in the customer journey for our online clothing store.”

“Based on this CRM data, what are the top 3 pain points for customers contacting our customer support team?”

Website Analytics For Journey Insights

Website analytics platforms like Google Analytics provide a wealth of data about how visitors interact with your website ● a critical touchpoint in most customer journeys. Key metrics for journey mapping include:

• Traffic Sources ● How are customers finding your website (organic search, social media, referrals, ads)? This informs the “Awareness” stage.
• Pageviews and Behavior Flow ● Which pages are customers visiting, and in what sequence? This reveals typical paths and potential navigation issues in the “Consideration” and “Decision” stages.
• Bounce Rate and Exit Rate ● Which pages are causing visitors to leave your site quickly? High bounce/exit rates can indicate problems with content, design, or user experience at specific touchpoints.
• Conversion Rates ● Where are you losing potential customers in the conversion funnel (e.g., product page to cart, cart to checkout)? This pinpoints friction in the “Decision” and “Purchase” stages.

Actionable Step ● Review your website analytics reports, focusing on behavior flow, conversion funnels, and page-specific metrics. Use ChatGPT to interpret the data and generate hypotheses about customer journey issues. Try prompts like:

“Analyze this Google Analytics behavior flow data for our e-commerce website [provide data summary]. What are the most common paths and potential areas for improvement?”

“Based on our website conversion funnel data, we have a high drop-off rate between the product page and the cart. What could be the reasons and how can we investigate further?”

Social Media Listening For Sentiment And Trends

Social media platforms are public forums where customers share their opinions and experiences. Social media listening tools (or even manual monitoring) can provide valuable insights into customer sentiment, brand perception, and emerging trends related to your industry. This data is particularly relevant for the “Awareness,” “Consideration,” and “Post-Purchase” stages, as it reflects customer attitudes and word-of-mouth.

• Brand Mentions ● Track mentions of your brand name, products, and services to understand what customers are saying about you online.
• Sentiment Analysis ● Assess the overall sentiment (positive, negative, neutral) associated with your brand mentions. Negative sentiment can highlight pain points or unmet expectations.
• Topic Trends ● Identify trending topics and keywords related to your industry and customer conversations. This can reveal emerging needs and opportunities to tailor your messaging and offerings.
• Competitor Analysis ● Monitor competitor mentions and sentiment to understand their strengths and weaknesses from a customer perspective.

Actionable Step ● Use social media listening tools (or platform search functions) to gather data on brand mentions, sentiment, and relevant topics. Use ChatGPT to analyze this qualitative data and identify themes and insights related to the customer journey. Try prompts like:

“Analyze these social media posts mentioning our brand [provide text snippets]. What are the common themes and sentiment expressed by customers?”

“Based on social media conversations in our industry, what are the emerging customer needs and expectations related to [your product/service category]?”

Data integration transforms customer journey maps from educated guesses to evidence-based strategies, empowering SMBs to make informed decisions and optimize customer experiences effectively.

Advanced Chatgpt Prompting For Journey Optimization

Once you have integrated data into your journey mapping process, you can leverage more advanced ChatGPT prompting techniques to extract deeper insights and generate actionable recommendations. This goes beyond simple brainstorming and data analysis to using ChatGPT as a strategic partner in journey optimization.

Scenario Planning And “What-If” Analysis

ChatGPT excels at scenario planning and exploring “what-if” scenarios. You can use it to simulate the impact of potential changes to your customer journey and assess the likely outcomes. For example, if you are considering implementing a new live chat feature on your website, you can ask ChatGPT to analyze the potential impact on customer satisfaction and conversion rates.

Actionable Step ● Define specific scenarios and use ChatGPT to analyze their potential impact on the customer journey. Try prompts like:

“We are considering adding a live chat feature to our website. How might this impact the customer journey for online purchases, particularly in the ‘Decision’ and ‘Purchase’ stages? Consider potential positive and negative effects.”

“What are the potential benefits and risks of offering personalized product recommendations on our website, based on customer browsing history? How could this affect the ‘Consideration’ and ‘Decision’ stages?”

Persona-Specific Journey Mapping With Chatgpt

Remember the customer personas you created in the fundamentals section? Now, you can use ChatGPT to develop persona-specific journey maps. This level of detail allows you to tailor your strategies and touchpoints to the unique needs and preferences of different customer segments.

For example, the journey of “The Busy Professional” persona for your bakery will likely be different from “The Weekend Family” persona. Busy professionals might prioritize speed and convenience, while weekend families might value experience and variety.

Actionable Step ● Develop separate journey maps for each of your key customer personas using ChatGPT. Try prompts like:

“Create a customer journey map specifically for ‘The Busy Professional’ persona for our local bakery. Focus on their journey for purchasing breakfast items during the work week.”

“Develop a customer journey map for ‘The Weekend Family’ persona for our bakery, focusing on their experience when ordering a custom cake for a birthday celebration.”

Identifying And Addressing Journey Bottlenecks

By combining data analysis with ChatGPT’s analytical capabilities, you can pinpoint bottlenecks in your customer journey ● points where customers are getting stuck or dropping off. These bottlenecks represent significant opportunities for improvement. For example, if your data shows a high cart abandonment rate, you can use ChatGPT to brainstorm potential reasons and solutions.

Actionable Step ● Identify a specific bottleneck in your customer journey based on your data. Use ChatGPT to analyze the potential causes and generate solutions. Try prompts like:

“Our online store has a 70% cart abandonment rate. Analyze the potential reasons for this bottleneck in the ‘Purchase’ stage of the customer journey. Suggest at least 5 actionable solutions we can implement.”

“Customers frequently contact support after receiving their online orders with questions about product usage. Analyze this bottleneck in the ‘Post-Purchase’ stage. How can we proactively address this issue and improve the customer experience?”

Competitive Journey Mapping With Ai Assistance

Understanding your competitors’ customer journeys can provide valuable insights and identify opportunities to differentiate your SMB. While you may not have direct access to competitor data, ChatGPT can help you create hypothetical competitor journey maps based on publicly available information and industry knowledge. This comparative analysis can reveal areas where you can outperform competitors and attract customers.

Actionable Step ● Choose a key competitor and use ChatGPT to create a hypothetical customer journey map for their customers. Compare it to your own journey map and identify areas of differentiation and potential competitive advantages. Try prompts like:

“Create a hypothetical customer journey map for customers of our main competitor, [Competitor Name], focusing on their online ordering process. What are their likely touchpoints, strengths, and weaknesses?”

“Compare our customer journey map for online coffee bean purchases to the hypothetical journey map of our competitor, [Competitor Name]. Where do we excel, and where can we learn from them?”

By moving into this intermediate stage of customer journey mapping with ChatGPT, SMBs can transform from reactive to proactive in shaping customer experiences. Data-driven insights, combined with advanced AI prompting, empower you to identify and address pain points, personalize interactions, and ultimately drive stronger customer loyalty and business growth. The next section will explore advanced strategies for continuous journey optimization and leveraging AI for predictive customer experience Meaning ● Customer Experience for SMBs: Holistic, subjective customer perception across all interactions, driving loyalty and growth. management.

Predictive Journeys Smb Growth With Ai Powered Optimization

The advanced stage of customer journey mapping transcends static visualizations and reactive adjustments. It’s about building dynamic, predictive, and AI-powered customer experiences that anticipate needs, personalize interactions in real-time, and drive sustainable growth for SMBs. This is where customer journey mapping becomes a living, breathing system that continuously learns and adapts to evolving customer behaviors and market dynamics. We’re moving towards a future where the customer journey is not just mapped, but intelligently orchestrated.

Dynamic Customer Journey Mapping For Real-Time Personalization

Traditional customer journey maps are often static documents, created and then rarely updated. In today’s fast-paced digital world, this approach is insufficient. Dynamic customer journey mapping involves creating maps that are constantly updated with real-time data Meaning ● Instantaneous information enabling SMBs to make agile, data-driven decisions and gain a competitive edge. and AI-driven insights. This allows for immediate adjustments to customer interactions and personalized experiences at every touchpoint.

Real-Time Data Integration For Journey Updates

To achieve dynamic journey mapping, SMBs need to integrate real-time data feeds into their systems. This can include:

• Website Real-Time Analytics ● Tools that track visitor behavior on your website in real-time, such as heatmaps, session recordings, and live visitor counts.
• Social Media Real-Time Monitoring ● Platforms that track social media conversations and sentiment as they happen.
• In-App Behavior Tracking ● For businesses with mobile apps, tracking user actions within the app in real-time.
• IoT Data (If Applicable) ● For businesses with connected products, data from IoT devices that reflects product usage and customer interactions.

Actionable Step ● Identify real-time data sources relevant to your customer journey. Explore tools that can aggregate and visualize this data in a dynamic dashboard. Use ChatGPT to analyze real-time data streams and identify immediate opportunities for personalization. Try prompts like:

“We are seeing a sudden spike in website traffic from social media. Analyze real-time website analytics data to understand which pages are being visited and what products are being viewed. Suggest immediate personalized offers we can display to these visitors.”

“Social media sentiment for our brand has turned slightly negative in the last hour. Analyze recent social media posts and identify the likely cause. Suggest immediate responses to address customer concerns and mitigate negative impact.”

Ai-Powered Personalization Engines

Real-time data is only valuable if you can act on it quickly. AI-powered personalization engines are essential for dynamic customer journey mapping. These engines use machine learning algorithms to analyze real-time data, identify customer segments, predict needs, and automatically deliver personalized experiences. For SMBs, readily available AI personalization tools can be integrated into existing marketing and sales platforms.

• Personalized Website Content ● AI can dynamically adjust website content, product recommendations, and offers based on real-time visitor behavior and past interactions.
• Personalized Email Marketing ● AI can optimize email subject lines, content, and send times based on individual customer preferences and engagement patterns.
• Personalized In-App Messages ● AI can trigger personalized messages and prompts within mobile apps based on user behavior and context.
• Dynamic Chatbot Interactions ● AI-powered chatbots can personalize conversations based on customer history and real-time context, providing tailored support and recommendations.

Actionable Step ● Research and evaluate AI personalization platforms that integrate with your existing systems (e.g., website CMS, email marketing platform, CRM). Start with a pilot project to implement AI-powered personalization in a specific area of the customer journey (e.g., website product recommendations). Try prompts to guide your personalization strategy:

“We are implementing AI-powered product recommendations on our e-commerce website. Based on typical customer journey patterns for online clothing retail, what are the most effective types of personalized recommendations to display at different touchpoints (e.g., homepage, product page, cart page)?”

“We want to personalize our email marketing campaigns using AI. Suggest 5 specific personalization strategies we can implement to improve email open rates and click-through rates for our target customer segments.”

Dynamic customer journey mapping transforms customer interactions from static touchpoints to personalized, real-time engagements, fostering stronger connections and driving superior customer satisfaction.

Predictive Customer Journey Analytics For Proactive Engagement

Moving beyond real-time personalization, predictive customer journey analytics uses AI to forecast future customer behavior and proactively optimize the journey. This allows SMBs to anticipate customer needs, prevent potential issues, and create truly exceptional experiences. It’s about shifting from reacting to customer actions to anticipating and shaping them.

Churn Prediction And Proactive Retention

Customer churn (customer attrition) is a significant concern for SMBs. Predictive analytics can identify customers who are at high risk of churning based on their behavior patterns. This allows for proactive retention efforts, such as personalized offers, proactive support, or loyalty programs, to re-engage at-risk customers before they leave.

• Churn Prediction Models ● AI algorithms analyze historical customer data (e.g., purchase history, engagement metrics, support interactions) to identify patterns associated with churn and predict which customers are likely to churn in the future.
• Automated Retention Campaigns ● Once at-risk customers are identified, automated retention campaigns can be triggered, delivering personalized messages and offers designed to re-engage them.
• Proactive Customer Support ● Predictive analytics can identify customers who are likely to need support based on their behavior. Proactive support outreach can address potential issues before they escalate and improve customer satisfaction.

Actionable Step ● Explore churn prediction tools and services suitable for SMBs. Analyze your customer data to identify key churn indicators. Develop automated retention campaigns triggered by churn prediction models. Try prompts to refine your churn prediction and retention strategies:

“We want to implement a churn prediction model for our subscription service. Based on industry best practices and common churn indicators for SaaS businesses, what are the key data points we should track and analyze to predict customer churn?”

“We have identified a segment of customers who are at high risk of churning. Suggest 3 different types of personalized retention offers we can test to re-engage these customers and reduce churn.”

Predictive Lead Scoring And Sales Optimization

Predictive analytics can also be applied to the early stages of the customer journey, particularly in lead generation and sales. Predictive lead scoring Meaning ● Predictive Lead Scoring for SMBs: Data-driven lead prioritization to boost conversion rates and optimize sales efficiency. uses AI to assess the likelihood of a lead converting into a customer based on their attributes and behavior. This allows sales teams to prioritize high-potential leads and optimize their sales efforts.

• Predictive Lead Scoring Meaning ● Lead Scoring, in the context of SMB growth, represents a structured methodology for ranking prospects based on their perceived value to the business. Models ● AI algorithms analyze lead data (e.g., demographics, website activity, engagement with marketing materials) to score leads based on their conversion probability.
• Automated Lead Nurturing ● Leads with different scores can be placed into automated nurturing sequences tailored to their likelihood of conversion. High-potential leads receive more intensive and personalized nurturing.
• Sales Resource Allocation ● Sales teams can focus their time and resources on the highest-scoring leads, maximizing sales efficiency and conversion rates.

Actionable Step ● Implement a predictive lead scoring system. Analyze your historical lead and customer data to identify lead attributes that correlate with conversion success. Develop automated lead nurturing sequences based on lead scores. Try prompts to optimize your lead scoring and sales processes:

“We want to implement predictive lead scoring for our sales team. Based on our past sales data, what are the key lead attributes and behaviors that are strong predictors of conversion for our business?”

“We have implemented predictive lead scoring. Suggest different lead nurturing strategies for high-scoring, medium-scoring, and low-scoring leads to maximize overall conversion rates.”

Personalized Journey Orchestration Across Channels

The ultimate goal of advanced customer journey mapping is to orchestrate personalized experiences across all channels and touchpoints. This means creating a seamless and consistent journey regardless of how a customer interacts with your SMB. AI-powered journey orchestration platforms enable this level of cross-channel personalization.

• Cross-Channel Customer Profiles ● These platforms unify customer data from all channels (website, email, social media, CRM, etc.) into a single customer profile.
• Journey Orchestration Engines ● AI engines analyze these unified profiles and orchestrate personalized interactions across channels in real-time, based on customer behavior and preferences.
• Consistent Brand Experience ● Journey orchestration ensures a consistent brand message and experience across all touchpoints, reinforcing brand identity and building customer trust.

Actionable Step ● Explore customer journey orchestration platforms designed for SMBs. Start by unifying customer data from your key channels. Implement basic cross-channel personalization scenarios (e.g., abandoned cart email triggered by website behavior). Try prompts to guide your journey orchestration strategy:

“We are implementing a customer journey orchestration platform. What are the most common and impactful cross-channel personalization scenarios for an e-commerce business to implement initially?”

“How can we use a journey orchestration platform to ensure a consistent brand experience across our website, email marketing, and social media channels? Provide specific examples of cross-channel messaging and design consistency.”

By embracing advanced customer journey mapping techniques, SMBs can move beyond simply understanding their customers to proactively shaping their experiences. AI-powered dynamic mapping, predictive analytics, and journey orchestration empower you to anticipate needs, personalize interactions at scale, and create a truly customer-centric business that drives sustainable growth and competitive advantage. The journey of customer journey mapping itself is one of continuous evolution and improvement, and with AI as your partner, the possibilities are limitless.

References

• Buttle, Francis. Customer Relationship Management ● Concepts and Technologies. Butterworth-Heinemann, 2007.
• Homburg, Christian, et al. “Customer Experience Management ● A Contemporary Perspective.” Review of Marketing Research, vol 17, 2020, pp. 1-39.
• Lemon, Katherine N., and Peter C. Verhoef. “Understanding Customer Experience Throughout the Customer Journey.” Journal of Marketing, vol. 80, no. 6, 2016, pp. 69-96.