Here comes a very short introduction to customer experience, the customer journey and mobile ethnography as a research method.
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About customer experience and the customer journey
The customer journey is a sequence of touchpoints the customer experiences in the course of making use of your product, service, or brand. A touchpoint is any direct (e.g., using a product, getting in contact with your service center, seeing advertisements), or indirect (e.g., getting recommendations by friends) point of contact between you and your customer. Each touchpoint result in an experience - either positive, negative, or neutral.
These experiences in turn influence decision making and behavior of the customer. An experience, that satisfies or even delights your customers would increase the likeliness of purchase, repurchase, or even recommendations. An experience which disappoints your customers, instead lowers the probability of a repurchase and increases the likelihood of negative word-of-mouth.
Mobile ethnography works like a diary study – just with modern technology. The customer becomes the researcher and reports on his or her experiences at any place and any time by using the mobile device.
ExperienceFellow allows you to capture customer experience data across the entire customer journey and across all channels. The solution combines a mobile app for the customer with a web-based app for the researcher for mobile ethnographic research.
Customers decide about which experiences are important or relevant enough to them to be evaluated.
Mobile ethnography with ExperienceFellow
With ExperienceFellow, the customers’ mobile devices serve as evaluation tools. Customers can download the ExperienceFellow app for free from app stores and directly start to document their experiences. The data collected includes a general evaluation on a 5-point Likert satisfaction / experience / importance scale, explaining descriptions, photos, videos, as well as meta information of date, time and GPS position (if enabled by the participant).
You can either implement ExperienceFellow for a specific period of time (e.g., a three-day event) or continuously collect data (e.g., a grocery shop experience). If you collect data for a specific period of time, you get a snapshot of the experience at that moment in time.