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Evaluation model of the digital experience in the retail sector using customer journey

Abstract:

Understanding the experience of the customers in e-commerce is very important for the company's strategy in digital media, since it allows to make decisions in the campaigns to be implemented. Nowadays, social networks have an analytics section to obtain interaction information and general data of their clients, and Google Analytics provides information on website traffic and social network campaigns, so it is possible to exploit this information to understand better the customer experience. This article proposes a technological model that allows to capture, evaluate and visualize the customer experience in the customer journey phases (awareness, consideration, purchase, use and loyalty). Through the evaluation, the pre-purchase process, purchase and post-purchase is monitored. The model was implemented in a company of the retail sector that allowed an improvement in sales by more than 50% in 2 months.