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ABSTRACT
This research addresses the issue of phygital customer journey management by proposing a conceptual framework. The framework allows for the development of an artifact in the form of a six-step method accompanied by an experiential blueprint. To do so, a methodology taken from design science is applied. The research highlights new customer journey management capabilities and contributes to the theory of marketing capabilities, viewing the alignment of company and customer resources as a central issue in experience management. As one of the first to use the design science research methodology (DRSM) in the field of marketing, this research also contributes to the renewal of the methodologies used by both practitioners and researchers.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes
1. Customer experience: New capabilities, new audiences, new opportunities, McKinsey, 2017.
2. Walmart: Where Digital Meets Physical, Capgemini Consulting, 2013.
3. Following Madhavaram and Hunt (Citation2008) for the coding, we adopted terminology specific to the resource-based view of the firm.
4. A service blueprint is composed of five elements (Shostack, Citation1987): actions carried out by the customer, material evidence of the service, actions by personnel in direct contact with the customer, actions by personnel invisible to the customer, and technical supports for procedures.
5. A matrix grid places the customer’s decision-making time in a column, to which online communication and transaction channels are linked. The grid??? then indicates which channel can be used at each stage of the customer’s purchase decision.
6. Exact references are not cited in order to guarantee the anonymity of the paper but may be mentioned later.