Using the customer journey to road test and refine the business model

Purpose - The article describes how to strategically analyze and stage manage the customer journey - the sequence of events that customers go through to learn about, purchase and interact with company offerings.Design methodology approach - The article explains how to develop a customer journey that...

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Veröffentlicht in:	Strategy & leadership 2013-03, Vol.41 (2), p.12-17
Hauptverfasser:	Norton, David W., Pine, B. Joseph
Format:	Artikel
Sprache:	eng
Schlagworte:	Business models Commodities Consumer behavior Consumers Corporate planning Cruise lines Customers Design Ethnography Managers Recessions Studies Theater Vacations
Online-Zugang:	Volltext
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