Contextualized in postpurchase consumption in business-to-business settings, the authors contribute to customer experience (CX) management theory and practice in three important ways. First, by offering a novel CX conceptual framework that integrates prior CX research to better understand, manage, and improve CXs—comprised of value creation elements (resources, activities, context, interactions, and customer role), cognitive responses, and discrete emotions at touchpoints across the customer journey. Second, by demonstrating the usefulness of a longitudinal CX analytic based on the conceptual framework that combines quantitative and qualitative measures. Third, by providing a step-by-step guide for implementing the text mining approach in practice, thereby showing that CX analytics that apply big data techniques to the CX can offer significant insights that matter. The authors highlight six key insights practitioners need in order to manage their customers’ journey, through (1) taking a customer perspective, (2) identifying root causes, (3) uncovering at-risk segments, (4) capturing customers’ emotional and cognitive responses, (5) spotting and preventing decreasing sales, and (6) prioritizing actions to improve CX. The article concludes with directions for future research.
BaxendaleShaneMacdonaldEmma K.WilsonHugh N. (2015), “The Impact of Different Touchpoints on Brand Consideration,” Journal of Retailing, 91 (2), 235–253.
2.
BhuiyanTouhidYueXuJosangAudun (2009), “State-of-the-Art Review on Opinion Mining from Online Customers’ Feedback,” in Proceedings of the 9th Asia Pacific Complex Systems Conference, Mitugu Matsushita (Chair). Tokyo, Japan: Chuo University, 385–390.
3.
BitnerMary JoBoomsBernard H.MohrLois A. (1994), “Critical Service Encounters: The Employee’s Viewpoint,” Journal of Marketing, 54 (4), 95–106.
4.
BoltonRuth. N. (1998), “A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction,” Marketing Science, 17 (1), 45–65.
5.
BoltonRuth N.GustafssonAndersMcColl-KennedyJanet R.NancyJ.SirianniTseDavid K. (2014), “Small Details That Make Big Differences: A Radical Approach to Consumption Experience as a Firm’s Differentiating Strategy,” Journal of Service Management, 25 (2), 253–274.
6.
BoltonRuth N.LemonKatherine N.BramlettMatthew D. (2006), “The Effect of Service Experiences over Time on a Supplier’s Retention of Business Customers,” Management Science, 52 (12), 1811–1823.
7.
BoltonRuth N.LemonKatherine N.VerhoefPeter C. (2008), “Expanding Business-to-Business Customer Relationships: Modeling the Customer Upgrade Decision,” Journal of Marketing, 72 (1), 46–64.
8.
BoltonRuth N.LemonKatherine N.VerhoefPeter C. (2004), “The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research,” Journal of the Academy of Marketing Science, 32 (3), 271–293.
9.
ChandlerJenniferLuschRobert F. (2015), “Service Systems: A Broadened Framework and Research Agenda on Value Propositions, Engagement and Service Experience,” Journal of Service Research, 18 (1), 6–22.
CourtDavidElzingaDaveMulderSusanVetvikOle J. (2009), “The Consumer Decision Journey,” McKinsey Quarterly, 3, 96–107.
12.
CulottaAronCutlerJennifer (2016), “Mining Brand Perceptions from Twitter Social Networks,” Marketing Science, 35 (3), 343–362.
13.
DeKeyserArneLemonKatherine N.KeininghamTimothyKlausPhilipp (2015), “A Framework for Understanding and Managing the Customer Experience,” MSI Working Paper Series (15-121). Cambridge, MA: Marketing Science Institute.
14.
DeKeyserArneSchepersJeroenKonuşUmut (2015), “Multichannel Customer Segmentation: Does the After-Sales Channel Matter? A Replication and Extension,” International Journal of Research in Marketing, 32 (4), 453–456.
FrowPenniePayneAdrian (2007), “Towards the ‘Perfect’ Customer Experience,” Journal of Brand Management, 15 (2), 89–101.
17.
GentileChiaraSpillerNicolaNociGiuliano (2007), “How to Sustain the Customer Experience: An Overview of Experience Components that Co-Create Value with the Customer,” European Management Journal, 25 (5), 395–410.
18.
GoldbergAndrew B.ZhuXiaojin (2006), “Seeing Stars When There Aren’t Many Stars: Graph-Based Semi-Supervised Learning for Sentiment Categorization,” Proceedings of HLT-NAACL 2006 Workshop on Textgraphs: Graph-based Algorithms for Natural Language Processing, Dragomir Radev and Rada Mihalcea (Chairs). New York, NY: Omnipress, 45–52.
19.
GrönroosChristian (1998), “Marketing Services: The Case of a Missing Product,” Journal of Business & Industrial Marketing, 13 (4/5), 322–338.
20.
GrönroosChristianVoimaPaivi (2013), “Critical Service Logic: Making Sense of Value Creation and Co-Creation,” Journal of the Academy of Marketing Science, 41 (2), 133–150.
21.
GuptaSunilZeithamlValarie (2006), “Customer Metrics and Their Impact on Financial Performance,” Marketing Science, 25 (6), 718–739.
22.
HerbertRobert K.StraightH. Stephen (1989), “Compliment-Rejection Versus Compliment-Avoidance: Listener-Based Versus Speaker-Based Pragmatic,” Language & Communication, 9 (1), 35–47.
23.
HevnerAlan R.MarchSalvatore T.ParkJinsooRamSudha (2004), “Design Science in Information Systems Research,” MIS Quarterly, 28 (1), 75–105.
24.
HirschmanElizabeth C.HolbrookMorris B. (1982), “Hedonic Consumption: Emerging Concepts, Methods, and Propositions,” Journal of Marketing, 46 (3), 92–101.
25.
HolbrookMorris B.HirschmanElizabeth C. (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, 9 (2), 132–140.
26.
HomburgChristianJozićDanjielKuehnlChristina (2017), “Customer Experience Management: Toward Implementing an Evolving Marketing Concept,” Journal of the Academy of Marketing Science, 45 (3), 357–376.
27.
IzardCarroll ELiberoDeborah Z.PutnamPriscillaHaynesMaurice O. (1993), “Stability of Emotion Experiences and their Relations to Traits of Personality,” Journal of Personality and Social Psychology, 64 (5), 847–860.
28.
KassGordon V. (1980), “An Exploratory Technique for Investigating Large Quantities of Categorical Data,” Applied Statistics, 29 (2), 119–127.
29.
KnoxGeorgevan OestRutger (2014), “Customer Complaints and Recovery Effectiveness: A Customer Base Approach,” Journal of Marketing, 78 (4), 42–57.
30.
KraftFrederic B.MartinCharles (2001), “Customer Compliments as More than Complementary Feedback,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14 (2001), 1–13.
31.
KeininghamTimothyBallJoanBenoitSabine (née Moeller)BruceHelen L.BuoyeAlexanderDzenkovskaJulijaNasrLindaYi-ChunOuZakiMohamed (2017), “The Interplay of Customer Experience and Commitment,” Journal of Services Marketing, 31 (2), 148–160.
32.
LandonE. Laird (1980), “The Direction of Consumer Complaint Research,” Advances in Consumer Research, 7 (1), 335–338.
33.
LebartLudovic (2004), “Validation Techniques in Text Mining (with Application to the Processing of Open-ended Questions),” in Text Mining and Its Applications: Studies in Fuzziness and Soft ComputingSirmakessisS., eds. Berlin, Germany: Springer, 138.
34.
LemonKatherine N.VerhoefPeter C. (2016), “Understanding Customer Experience throughout the Customer Journey,” Journal of Marketing, 80 (6), 69–96.
35.
MacdonaldEmma K.KleinaltenkampMichaelWilsonHugh N. (2016), “How Business Customers Judge Solutions: Solution Quality and Value in Use,” Journal of Marketing, 80 (3), 96–120.
36.
MagidsonJay (1994), “The CHAID Approach to Segmentation Modeling: Chi-squared Automatic Interaction Detection,” in Advanced Methods of Marketing Research, BagozziRichard P., ed. Oxford, England: Blackwell, 118–159.
37.
McColl-KennedyJanet R.HoganSuellen J.WitellLarsSnyderHannah (2017), “Cocreative Customer Practices: Effects of Health Care Customer Value Cocreation Practices on Well-being,” Journal of Business Research, 70 (1), 55–66.
38.
McColl-KennedyJanet R.VargoStephen L.DaggerTracey S.SweeneyJillian C.KasterenYasmin van (2012), “Health Care Customer Value Cocreation Practice Styles,” Journal of Service Research, 15 (4), 370–389.
39.
MorrisonDonald G. (1969), “On the Interpretation of Discriminant Analysis,” Journal of Marketing Research, 6(2), 156–163.
40.
NeslinScott A.GuptaSunilKamakuraWagnerJunxiangLuMasonCharlotte H. (2006), “Defection Detection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models,” Journal of Marketing Research, 43 (2), 204–211.
41.
PangBoLeeLillian (2008), “Opinion Mining and Sentiment Analysis,” Foundations and Trends in Information Retrieval, 2 (1-2), 1–35.
42.
PeffersKenTuunanenTuureMarcusRothenbergerChartterjeeSamir (2007), “A Design Science Research Methodology for Information Systems Research,” Journal of Management Information Systems, 24(3), 45–77.
43.
RawsonAlexDuncanEwanJonesConor (2013), “The Truth about Customer Experience,” Harvard Business Review, 91 (9), 90–98.
44.
ReichheldFrederic (2003), “One Number You Need to Grow,” Harvard Business Review, 81 (12), 46–55.
45.
RustRoland T.HuangMing-Hui (2014), “The Service Revolution and the Transformation of Marketing Science,” Marketing Science, 33 (2), 206–221.
46.
RustRoland T.LemonKatherine N.ZeithamlValarie A. (2004), “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, 68 (1), 109–127.
47.
SchmunkSergejWolframHöpkenFuchsMatthiasLexhagenMaria (2014), “Sentiment Analysis: Extracting Decision Relevant Knowledge from UGC,” in Information and Communication Technologies in Tourism, XiangZ.TussyadiahI., eds. New York, NY: Springer International, 253–265.
48.
SinghSurenda N.HillmerSteveZeWang (2011), “Efficient Methods for Sampling Responses from Large-scale Qualitative Data,” Marketing Science, 30 (3), 532–549.
49.
ShaverPhillip R.MorganHilary J.ShelleyWu (1996), “Is Love a Basic Emotion?,” Personal Relationships, 3 (1996), 81–96.
50.
ShaverPhillipSchwartzJudithKirsonDonaldO’ConnorCary (1987), “Emotion Knowledge: Further Exploration of a Prototype Approach,” Journal of Personality and Social Psychology, 52 (6), 1061–1086.
51.
SolomonMichael R.SurprenantCarolCzepielJohn A.GutmanEvelyn G. (1985), “A Role Theory Perspective on Dyadic Interactions: The Service Encounter,” Journal of Marketing, 49 (1), 99–111.
52.
TirunillaiSeshadriTellisGerard J. (2014), “Mining Marketing Meaning from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation,” Journal of Marketing Research, 51 (4), 463–479.
VargoStephen L.LuschRobert F. (2008), “Service-dominant Logic: Continuing the Evolution,” Journal of the Academy of Marketing Science, 36 (1), 1–10.
55.
VerhoefPeter C.KoogeEdwinWalkNatasha (2016), Creating Value with Big Data Analytics: Making Smarter Marketing Decisions. New York, NY: Routledge.
56.
VerhoefPeter C.LemonKatherine N.ParasuramanA.RoggeveenAnneTsirosMichaelSchlesingerLeonard A. (2009), “Customer Experience Creation: Determinants, Dynamics and Management Strategies,” Journal of Retailing, 85 (1), 31–41.
57.
VerhoefPeter C.NeslinScott A.VroomenBjörn (2007), “Multichannel Customer Management: Understanding the Research Shopper Phenomenon,” International Journal of Research in Marketing, 24 (2), 129–148.
58.
Villarroel OrdenesFranciscoTheodoulidisBabisBurtonJamieGruberThorstenZakiMohamed (2014), “Analyzing Customer Experience Feedback Using Text Mining: A Linguistics-based Approach,” Journal of Service Research, 17 (3), 278–295.
59.
XiangZhengSchwartzZviGerdesJohn H.UysalMuzaffer (2015), “What Can Big Data and Text Analytics Tell Us about Hotel Guest Experience and Satisfaction?,” International Journal of Hospitality Management, 44 (1), 120–130.
Supplementary Material
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
