Paper Contents
Abstract
The quantitative content analysis identified five underlying themes of the customer journey,namely, service satisfaction, failure and recovery, co-creation, customer response, channelsand technological disruption. The results section reviewed and discussed each theme and itssub-themes in turn. The review identified important gaps in the literature related to the keystages of a customer journey. Customer Journey Mapping (CJM) is pivotal for understandingand enhancing customer experiences across touchpoints. The integration of real-time dataanalytics into CJM has transformed this traditionally static tool into a dynamic frameworkcapable of tracking and optimizing customer interactions. This paper explores themethodologies, tools, and benefits of combining real-time data analytics with CJM. Thediscussion includes a comprehensive review of related literature, implementation strategies,challenges, and future directions. This paper argues that real-time data analytics enhancesCJM by enabling continuous adaptation to customer behaviours, resulting in improvedcustomer satisfaction and business performance.Understanding and enhancing customer experiences has emerged as a central focus forbusinesses seeking to remain competitive in todays dynamic market landscape. CustomerJourney Mapping (CJM), a widely used methodology, provides a structured approach tovisualizing the customer's interactions across various touchpoints with a business.The customer journey is becoming more complex due to digitization of business processes,broadening the gap between the proposed journey and the journey that is actuallyexperienced by customers. Customer Journey Analytics (CJA) aims to detect and analyse painpoints in the journey in order to improve the customer experience. This study proposes anextended version of the Customer Journey Mapping (CJM) model, to measure the impact ofdifferent types of touchpoints along the customer journey on customer experience, and toapply process mining to gain more insight in the gap between proposed and actual journeys.Moreover, this model is used to develop dedicated CJA based on process mining techniques.A case study on e-commerce applies the CJM-model in practice and shows how thecombination of process mining techniques can answer the analysis questions that arise incustomer journey management. This research contributes to both academic discourse andmanagerial practice by offering actionable insights into how brands can ethically andeffectively engage with digital consumers. It underscores the necessity for marketers tobalance technological innovation with consumer trust and transparency. Ultimately, this studyprovides a robust framework for understanding the digital consumer psyche and offersstrategic recommendations for navigating the rapidly evolving landscape of social mediamarketing.
Copyright
Copyright © 2025 Priyanka Kushwaha . This is an open access article distributed under the Creative Commons Attribution License.
