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Managing customer experiences in an omnichannel world : melody of online and offline environments in the customer journey /

In a typical day, a customer's journey moves from a physical to a digital environment multiple times, to successfully and effectively manage a customer's experience organizations need to integrate both these environments in an omnichannel way. This edited book examines customer journeys, o...

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Other Authors: Dirsehan, Taşkın, 1985- (Editor)
Language:English
Published: Bingley, U.K. : Emerald Publishing Limited, 2020.
Subjects:
Consumer behavior.
Marketing > Technological innovations.
Business & Economics > Marketing > General.
Sales & marketing management.
Online Access:https://doi.org/10.1108/9781800433885
Table of Contents:
  • Chapter 1. The Melody of Omnichannel Customer Experience Management (OCCEM) Taşkın Dirsehan, Meltem Dirsehan
  • Section I. General Frames Defining OCCEM
  • Chapter 2. The Democratization of Technology Tibor Karlovitz
  • Chapter 3. How Does Omnichannel Transform Consumer Behavior? Özge Gök
  • Chapter 4. Customer Preferences of MultiChannel Operations in the Context of Omni Channel World M. Öztek, Özgür Çengel
  • Chapter 5. Digital Consumer Behavior in an Omni-Channel World Pinar Yürük-Kayapinar
  • Chapter 6. Consumer Behavior in Omnichannel Retailing Raife Özbük, Duygu Aydin Ünal, Büşra Oktay
  • Chapter 7. Customer Experience Management in Omnichannel Retailing Özgür Çengel, K. Çakiroğlu
  • Section II. Pillars of OCCEM Strategies
  • Chapter 8. Generational Differences in Omnichannel Experience-Rising New Segment-Gen Z Bilge Baykal
  • Chapter 9. The Hybrid Shopping Mile and its Orbital Customer Journey Mapping Zeynep Bilgin-Wührer, Gerhard Wührer
  • Chapter 10. Application and Integration of Omni Channel Decisions to CRM Ozan Karacali, Gulberk Salman
  • Chapter 11. Features of Startups Judit Kárpáti-Daróczi, Tibor Karlovitz
  • Section III. Illustrative Technologies in OCCEM Applications
  • Chapter 12. Integrating Different Channels - Showrooming and Webrooming Elif Türk
  • Chapter 13. Omni-Channel Strategy in the Framework of the Search Engines Beyza Gultekin, Sabri Erdem
  • Chapter 14. Digitization of Luxury Fashion by Building an Omnichannel Dream Gizem Karadağ, Irem Eren Erdogmus
  • Chapter 15. Managing the customer experience within the Town Centre retail Federica Caboni
  • Chapter 16. How robotic process automation is revolutionizing the banking sector Anita Maček, Michael Murg, Živa Veingerl Čič
  • Chapter 17. Two Modern Aspects of Intangible Assets Protection on Blockchain and Funding through ICO Tatjana Horvat, Vito Bobek
  • Chapter 18. Omnichannel Marketing Applications in Game Industry Mert Üstündağ.

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