Comparar métodos
Examine os métodos selecionados lado a lado; as linhas que diferem ficam destacadas.
| Customer Journey Analysis× | Valor do Tempo de Vida do Cliente× | |
|---|---|---|
| Área | Marketing | Marketing |
| Família | Process / pipeline | Process / pipeline |
| Ano de origem≠ | 2016 | 1996 |
| Autor original≠ | Katherine N. Lemon & Peter C. Verhoef | Robert Blattberg and John Deighton |
| Tipo≠ | Customer-experience mapping and measurement pipeline | Financial modeling methodology |
| Fonte seminal≠ | Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96. DOI ↗ | Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191 |
| Outros nomes≠ | Customer Journey Mapping, Customer Experience Journey Analysis, Touchpoint Analysis, Journey Analytics | CLV, LTV, Customer Value |
| Relacionados≠ | 4 | 5 |
| Resumo≠ | 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 Lifetime Value (CLV) is a financial metric that quantifies the total profit a company expects to generate from its relationship with a customer over the entire duration of that relationship. Developed through work by Blattberg, Getz, and Thomas in the 1990s-2000s, CLV integrates acquisition costs, purchase behavior, retention rates, and margin information to estimate the net present value of each customer. |
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