قارن الطرق

	Customer Journey Analysis	Customer Equity Modeling
المجال	التسويق	التسويق
العائلة	Process / pipeline	Process / pipeline
سنة النشأة	2016	2004
صاحب الطريقة	Katherine N. Lemon & Peter C. Verhoef	Robert Blattberg & John Deighton; Roland Rust, Katherine Lemon & Valarie Zeithaml
النوع	Customer-experience mapping and measurement pipeline	Strategic valuation and resource-allocation framework
المصدر التأسيسي	Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96.	Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing, 68(1), 109-127.
الأسماء البديلة	Customer Journey Mapping, Customer Experience Journey Analysis, Touchpoint Analysis, Journey Analytics	Customer Equity Analysis, Return on Marketing Customer Equity, Customer Equity Test, Customer-Based Firm Valuation
ذات صلة	4	4
الملخص	Customer journey analysis is the systematic mapping and measurement of the full sequence of touchpoints a customer experiences with a firm, across the prepurchase, purchase and postpurchase stages, in order to understand and improve the end-to-end customer experience. It reflects a shift from evaluating isolated interactions or single satisfaction scores toward seeing the customer experience as a dynamic, cumulative, multi-touchpoint process that unfolds over time and recurs in loops. Katherine Lemon and Peter Verhoef's influential 2016 Journal of Marketing synthesis provided the field's organizing framework, defining customer experience as a customer's cognitive, emotional, sensory, social and behavioral responses across the journey, and classifying touchpoints as brand-owned, partner-owned, customer-owned and social or external. The analysis inventories these touchpoints stage by stage, measures the experience at each, traces the paths customers actually take through them, and identifies the moments and pain points that most shape outcomes such as conversion, satisfaction and loyalty. The result is a diagnostic that connects specific interactions to overall experience and guides where to invest in redesign, integrating behavioral analytics with qualitative experience research.	Customer equity modeling treats a firm's customers as financial assets and defines the value of the firm's customer base as the sum of the discounted lifetime values of its current and future customers. The idea was crystallized by Robert Blattberg and John Deighton, who proposed managing marketing by the 'customer equity test,' asking of any initiative whether it will grow customer equity, and who showed how to balance spending between acquiring new customers and retaining existing ones. Roland Rust, Katherine Lemon and Valarie Zeithaml extended the framework into a strategic, driver-based model, decomposing customer equity into value equity (objective perceptions of quality, price and convenience), brand equity (subjective and emotional brand perceptions) and retention equity (the strength of the customer relationship and loyalty programs). Their 'Return on Marketing' approach links each marketing action through these drivers to brand-switching probabilities, to changes in lifetime value, and ultimately to the change in customer equity it produces, so competing strategies can be compared on projected financial return. Customer equity modeling thus connects customer-level analytics to firm-level valuation and budget allocation, providing a common currency for marketing decisions.