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| Mapiranje korisničkog putovanja× | Вредност животног века купца× | |
|---|---|---|
| Oblast | Marketing | Marketing |
| Porodica | Process / pipeline | Process / pipeline |
| Godina nastanka≠ | 2000s | 1996 |
| Tvorac≠ | Adaptive Path and Service Design community | Robert Blattberg and John Deighton |
| Tip≠ | Experience mapping methodology | Financial modeling methodology |
| Temeljni izvor≠ | Rosenbaum, M. S., Ostrom, A. L., & Kuntze, R. (2005). Tensions in Service Quality and Service Marketing: An Introduction. Journal of Services Marketing, 19(7), 422-428. link ↗ | Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191 |
| Drugi nazivi | Journey Mapping, CJM, Experience Mapping | CLV, LTV, Customer Value |
| Srodne | 5 | 5 |
| Sažetak≠ | Customer Journey Mapping is a service design methodology that visualizes the complete customer experience across all touchpoints and phases of a customer relationship, from awareness through advocacy. Developed through work in design and service management, journey mapping integrates behavioral data, customer emotions, pain points, and moments of truth to reveal opportunities for experience improvement and organizational alignment. | 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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