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From Experiences to Journeys and the Importance of a Network Perspective

Stephen Tax, University of Victoria

In this presentation, Stephen Tax will make the case that businesses need to recognize that their customer experiences are usually part of a customer’s journey, involving a network of providers, to solve a problem or achieve a particular goal. This acknowledgment challenges traditional ways in which customer experiences are managed. Businesses need to consider building, coordinating, and monitoring network partners to ensure successful customer journeys. They also need to recognize that in addition to cooperating to deliver a valuable customer experience, network partners frequently compete for the centrality and strength of the customer relationship. This presentation will help managers identify opportunities to improve customer journeys and more effectively cooperate and compete with network partners.

Related Conference:

Spring 2017 Board of Trustees Meeting: Customer Experience Beyond the Hype

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