Abstract
<p>This article describes the possibilities of improving customer satisfaction from the company's involvement in every point of interaction via digital marketing communication instruments and the customer's journey map concept. To achieve this goal, the literature on the concept of customer travel was examined, the results from a two-year monitoring of two production companies were selected and the companies' online and offline marketing communication with clients was presented. The findings indicate that the customer experience should be simple and intuitive for the customer's perception. The customer experience is not limited to certain channels of interaction and is not one-time. Rather, it is the sum of the customer's feelings at every point of their interaction with the company that accumulates during the customer's journey. Managers must design and create a customer’s travel map in order to direct their customers to a correct purchase decision, according to the company. The customer journey map includes elements such as staff, instruments and content, each of which influences the final customer experience and together create synergies that give the company the opportunity to maximise customer satisfaction and increase its income. Effective management of the customer's journey map design must be supported by digital means, especially in marketing communication. The customer's journey map should be tailored to the specific industry and this opens up the need for further research in this field.</p>
Highlights
With intense competition on the market, the ability to differentiate an enterpriseS from competitors is reduced, but one thing that is clearly memorised and difficult to copy is the experience of customer interaction with a particular business
This article seeks to describe the possibilities of improving customer satisfaction from engagement with a company in any point of interaction, as created by digital instruments of marketing communications and the concept of the customer journey map
In order to achieve this goal, we investigate the literature on the concept of customer journey and present chosen outcomes resulting from two years of monitoring two production enterprises and their online and offline marketing communications with customers
Summary
With intense competition on the market, the ability to differentiate an enterpriseS from competitors is reduced, but one thing that is clearly memorised and difficult to copy is the experience of customer interaction (customer experience, CX) with a particular business. The customer journey map includes elements such as staff, instruments and content, each of which influences the final customer experience and together create synergies that give the company the opportunity to maximise customer satisfaction and increase its income. Effective management of the customer’s journey map design must be supported by digital means, especially in marketing communication.
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