Millennials had to describe, in two phases, a journey they had recently made. Design/methodology/approach The study adopted a qualitative methodology to investigate 50 millennials from Italy. This paper aims to map the phygital customer journey by focusing on millennials. The integration of digital technologies, social presence and physical elements increases the complexity of customer journey. The online world is only one side of the customer experience. Purpose The wider possibility of connectivity offers additional opportunities for customers to experience value propositions. The customer's journey map should be tailored to the specific industry and this opens up the need for further research in this field.
Effective management of the customer's journey map design must be supported by digital means, especially in marketing communication.
The customer journey map includes elements such as staff, instruments and content, each of which influences the final customer experience and together create synergies that give the company the opportunity to maximise customer satisfaction and increase its income. Managers must design and create a customer’s travel map in order to direct their customers to a correct purchase decision, according to the company. Rather, it is the sum of the customer's feelings at every point of their interaction with the company that accumulates during the customer's journey. The customer experience is not limited to certain channels of interaction and is not one-time. The findings indicate that the customer experience should be simple and intuitive for the customer's perception.
To achieve this goal, the literature on the concept of customer travel was examined, the results from a two-year monitoring of two production companies were selected and the companies' online and offline marketing communication with clients was presented. This article describes the possibilities of improving customer satisfaction from the company's involvement in every point of interaction via digital marketing communication instruments and the customer's journey map concept.
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