Customer Journey

What it is

Lemon and Verhoef describe customers who now meet firms at many touchpoints across many channels and media, with experiences that increasingly happen in social settings, and note that delivering a good experience means coordinating several business functions.

In effect

The article on the AIDA model uses it as the later, many-path account that follows the ladder and the funnel.

What it does not say

It is a way of describing and managing experience, not a tested effect. It does not prescribe a single route that every customer follows.

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