数字化交互平台产品的客户体验旅程与投入关系

The relationship between customer experience journey and input with digitalized interactive platforms offerings

基于利益相关者营销、自反与身份演化、螺旋等理论,系统探讨企业如何在消费旅程中针对数字化交互平台(DIP)产品提供定制和丰富的客户体验以增加客户投入,进而与其他参与者共同创造价值。分别针对消费旅程中DIP产品参与者价值共创的连续性,DIP产品的客户体验旅程的结构与生成,DIP产品的客户体验旅程双元的张力及调和机理,DIP产品的客户投入的结构、管理与有效性,DIP产品的客户体验旅程和客户投入的相互关系等问题进行深入研究,为企业提出相应的实务性策略和建议。

Customer experience journey is critical for today’s organization.This research aims to understand how organizations can enrich customer experience journey in digitalized interactive platforms(DIP),to increase customer input and as a result co-create values with various stakeholders.By incorporating theories and stances from stakeholder marketing,reflexibility and identity evolution,and the theory of spirals,this research develops the concept of customer experience journey in digitalized interactive platforms(that is,DXJ),investigates the ambidexterity nature of DXJ,and explores sources of tension in DXJ and its reconciling mechanism.Further,this research introduces the concept of customer input with digitalized interactive platforms offerings(that is,DCI)and explains the relationship between DXJ and DCI.This research also discusses how to sustain the stakeholder’s value co-creation process.This research has practical implications and results of this research can offer practical guidelines for organizations.