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REDEFINIENDO LA EXPERIENCIA DEL CLIENTE EN EL ENTORNO OMNICANAL
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May 31, 2016
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Resumen
El marketing omnicanal se refiere a la gestión sinérgica de los canales disponibles y de los puntos de contacto con los clientes para mejorar la experiencia del cliente y mejorar el rendimiento. Se ha convertido en una piedra angular de la estrategia de marketing, pero su puesta en práctica sigue siendo uno de los principales retos a los que se enfrentan las empresas hoy en día. En este estudio, nuestro objetivo es entender cómo las empresas pueden gestionar todos los puntos de contacto en todos los canales de una manera integrada para proporcionar una experiencia superior al cliente y aumentar la ventaja competitiva. Para ello, se identifican una serie de cuestiones clave que las empresas deben tener en cuenta antes de que puedan adoptar los cambios que sus organizaciones necesitan para redefinir la experiencia del cliente y obtener un rendimiento superior. Estos incluyen la adopción de un enfoque centrado en el cliente, la unificación de todos los puntos de contacto en todos los canales, la prestación personalizada de experiencias al cliente, la integración de los canales disponibles, el deleite a los clientes en todos los canales, la redefinición del papel de la tienda física y la apuesta por el marketing móvil.
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Melero, I., Sese, F. J., & Verhoef, P. (2016). REDEFINIENDO LA EXPERIENCIA DEL CLIENTE EN EL ENTORNO OMNICANAL. UCJC Business and Society Review (formerly Known As Universia Business Review), (50). https://doi.org/10.3232/UBR.2016.V13.N2.01
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Marketing
Citas
Accenture (2014a), “Beyond Usability: Designing for continuous customer delight”.
Accenture (2014b), “Point of Commerce Bringing Seamless Retail Inside the Store”.
Ansari, A., Mela, C.F., Neslin, S.A. (2008). “Customer channel migration”. Journal of Marketing Research, 45 (1), 60-76.
Avery, J., Steenburgh, T., Deighton, J., Caravella, M. (2012). “Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time”. Journal of Marketing, 76 (3), 96-111.
Bendoly, E., Blocher, J., Bretthauer, K., Krishnan, S., Venkataramanan, M. (2005). “Online/in-store integration and customer retention”. Journal of Service Research, 7 (4), 313-327.
Bilgicer, T., Jedidi, K., Lehmann, D., Neslin, S. (2015). “Social Contagion and Customer Adoption of New Sales Channels”. Journal of Retailing, 91(2), 254-271.
Bolton, R., Lemon, K., Verhoef, P. (2004). “The theoretical underpinnings of customer asset management: a framework and propositions for future research”. Journal of the Academy of Marketing Science, 32 (3), 271-292.
Brinker, M.; Lobaugh, K.; Paul, A. (2012): The dawn of mobile influence. Deloittes Digital.
Cao, L., Li, L. (2015). “The Impact of Cross-Channel Integration on Retailers’ Sales Growth”. Journal of Retailing, 91(2), 198-216.
De Wulf, K., Odekerken-Schröder G., Iacobucci, D. (2001). “Investments in consumer relationships: A cross-country and cross-industry exploration”. Journal of Marketing, 65 (4), 33-50.
Dholakia, U., Kahn, B., Reeves, R., Rindfleisch, A., Stewart, D., Taylor, E. (2010). “Consumer behavior in a multichannel, multimedia retailing environment”. Journal of Interactive Marketing, 24 (2), 86-95.
Dwyer, F., Schurr, P., Oh, S. (1987). “Developing buyer-seller relationships”. Journal of Marketing, 51 (2), 11-27.
Fain, I. (2014). “The Mask Behind the Veil: Identifying the Many-Faced Consumer Across Channels”. Colloquy, April 2014.
Forrester (2014). “Customer desires vs. retailer capabilities: Minding the omni-channel commerce gap.” A Forrester Consulting Thought Leadership Paper, January 2014
Ganesan, S. (1994). “Determinants of long-term orientation in buyer-seller relationships”. Journal of Marketing, 58 (2), 1-19.
Gensler, S., Verhoef, P., Böhm, M. (2012). “Understanding consumers’ multichannel choices across the different stages of the buying process”. Marketing Letters, 23 (4), 987-1003.
Gupta, S., Lehmann, D., Stuart, J. (2004). "Valuing customers". Journal of Marketing Research, 41 (1), 7-18.
Herhausen, D., Binder, J., Schoegel, M., Herrmann, A. (2015). “Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration”. Journal of Retailing, 91 (2), 309-325.
Higgins, E., Scholer, A. (2009). “Engaging the consumer: The science and art of the value creation process”. Journal of Consumer Psychology, 19 (2), 100-114.
Konuş, U., Verhoef, P., Neslin, S. (2008). “Multichannel shopper segments and their covariates”. Journal of Retailing, 84 (4), 398-413.
Konuş, U., Verhoef, P., Neslin, S. (2014). “The effect of search channel elimination on purchase incidence, order size and channel choice”. International Journal of Research in Marketing, 31 (1), 49-64.
Kumar, V. (2015). “Evolution of marketing as a Discipline: What Has Happened and What to Look Out For”. Journal of Marketing, 79 (1), 1-9.
Kumar, V., Venkatesan, R. (2005). “Who are the multichannel shoppers and how do they perform? Correlates of multichannel shopping behaviour”. Journal of Interactive Marketing, 19 (2), 44-62.
Kumar, V., Shah, D. (2009). “Expanding the role of marketing: from customer equity to market capitalization”. Journal of Marketing, 73 (6), 119-136.
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., Tillmanns, S. (2010). “Undervalued or overvalued customers: capturing total customer engagement value”. Journal of Service Research, 13 (3), 297-310.
Kushwaha, T., Shankar, V. (2008). “Single channel vs. multichannel retail customers: correlates and consequences”. In A&M University Texas Working paper.
Kushwaha T., Shankar V. (2013). “Are multichannel customers really more valuable? The moderating role of product category characteristics”. Journal of Marketing, 77 (4), 67–85
Li, H., Kannan, P. (2014). “Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment”. Journal of Marketing Research, 51 (1), 40-56.
Melis, K., Campo, K., Breugelmans, E., Lamey, L. (2015). “The impact of the multi-channel retail mix on online store choice: Does online experience matter?” Journal of Retailing, 91 (2), 272-288.
Montaguti, E., Neslin, S., Valentini, S. (2015) “Can marketing campaigns induce multichannel buying and more profitable customers? A Field Experiment”. Marketing Science. in press.
Montoya-Weiss, M., Voss, G., Grewal, D. (2003). “Determinants of online channel use and overall satisfaction with a relational, multichannel service provider”. Journal of the Academy of Marketing Science, 31 (4), 448-458.
Morgan, R., Hunt, S. (1994). “The commitment-trust theory of relationship marketing”. The Journal of Marketing, 20-38.
Neslin, S., Shankar, V. (2009). “Key issues in multichannel customer management: current knowledge and future directions”. Journal of Interactive Marketing, 23 (1), 70-81.
Neslin, S., Grewal, D., Leghorn, R., Shankar, V., Teerling, M., Thomas, J., Verhoef, P. (2006). “Challenges and opportunities in multichannel customer management”. Journal of Service Research, 9 (2), 95-112.
Oracle (2011). “Powering the Cross-Channel Customer Experience with Oracle’s Complete Commerce.”
Ostrom, A., Parasuraman, A., Bowen, D., Patrício, L., Voss, C., Lemon, K. (2015). “Service Research Priorities in a Rapidly Changing Context”. Journal of Service Research, 18 (2), 127-159.
Pauwels, K., Neslin, S. (2015). “Building with Bricks and Mortar: The revenue Impact of Opening Physical Stores in a Multichannel Environment”. Journal of Retailing, 91 (2), 182-197.
Rust, R., Oliver, R. (2000). “Should We Delight the Customer?” Journal of the Academy of Marketing Science, 28 (1), 86-94.
Shah, D., Rust, R., Parasuraman, A., Staelin, R., Day, G. (2006). “The path to customer centricity”. Journal of Service Research, 9 (2), 113-124.
Shankar, V., Smith, A., Rangaswamy, A. (2003). “Customer satisfaction and loyalty in online and offline environments”. International Journal of Research in Marketing, 20 (2), 153-175.
Thomas, J., Sullivan, U. (2005). “Managing marketing communications with multichannel customers”. Journal of Marketing, 69 (4), 239-251.
Valentini, S., Montaguti, E., Neslin, S. (2011). “Decision process evolution in customer channel choice”. Journal of Marketing, 75 (6), 72-86.
Van Bruggen, G.H., Antia, K.D., Jap, S.D., Reinartz, W.J., Pallas, F. (2010). “Managing Marketing Channel Multiplicity”. Journal of Service Research, 13 (3), 331-340.
Van den Butle, C., Lilien, G. (2001). “Medican innovation revisited: social contagion versus marketing effort”. American Journal of Sociology, 106 (5), 1409-1435.
Van Doorn, J., Lemon, K., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P. (2010). “Customer engagement behavior: Theoretical foundations and research directions”. Journal of Service Research, 13 (3), 253-266.
Venkatesan, R., Kumar, V. (2004). “A customer lifetime value framework for customer selection and resource allocation strategy”. Journal of Marketing, 68 (4), 106-125.
Venkatesan, R., Kumar, V., Ravishanker, N. (2007). “Multichannel shopping: causes and consequences”. Journal of Marketing, 71 (2), 114-132.
Verhoef, P., Neslin, S., Vroomen, B. (2007). “Multichannel customer management: Understanding the research-shopper phenomenon”. International Journal of Research in Marketing, 24 (2), 129-148.
Verhoef, P., Kannan, P., Inman, J. (2015). “From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing”. Journal of Retailing, 91 (2), 174-181.
Wallace, D., Giese, J., Johnson, J. (2004). “Customer retailer loyalty in the context of multiple channel strategies”. Journal of Retailing, 80 (4), 249-263.
Wiesel, T., Pauwels, K., Arts, J. (2011). “Practice prize paper-marketing's profit impact: Quantifying online and off-line funnel progression”. Marketing Science, 30 (4), 604-611.
Accenture (2014b), “Point of Commerce Bringing Seamless Retail Inside the Store”.
Ansari, A., Mela, C.F., Neslin, S.A. (2008). “Customer channel migration”. Journal of Marketing Research, 45 (1), 60-76.
Avery, J., Steenburgh, T., Deighton, J., Caravella, M. (2012). “Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time”. Journal of Marketing, 76 (3), 96-111.
Bendoly, E., Blocher, J., Bretthauer, K., Krishnan, S., Venkataramanan, M. (2005). “Online/in-store integration and customer retention”. Journal of Service Research, 7 (4), 313-327.
Bilgicer, T., Jedidi, K., Lehmann, D., Neslin, S. (2015). “Social Contagion and Customer Adoption of New Sales Channels”. Journal of Retailing, 91(2), 254-271.
Bolton, R., Lemon, K., Verhoef, P. (2004). “The theoretical underpinnings of customer asset management: a framework and propositions for future research”. Journal of the Academy of Marketing Science, 32 (3), 271-292.
Brinker, M.; Lobaugh, K.; Paul, A. (2012): The dawn of mobile influence. Deloittes Digital.
Cao, L., Li, L. (2015). “The Impact of Cross-Channel Integration on Retailers’ Sales Growth”. Journal of Retailing, 91(2), 198-216.
De Wulf, K., Odekerken-Schröder G., Iacobucci, D. (2001). “Investments in consumer relationships: A cross-country and cross-industry exploration”. Journal of Marketing, 65 (4), 33-50.
Dholakia, U., Kahn, B., Reeves, R., Rindfleisch, A., Stewart, D., Taylor, E. (2010). “Consumer behavior in a multichannel, multimedia retailing environment”. Journal of Interactive Marketing, 24 (2), 86-95.
Dwyer, F., Schurr, P., Oh, S. (1987). “Developing buyer-seller relationships”. Journal of Marketing, 51 (2), 11-27.
Fain, I. (2014). “The Mask Behind the Veil: Identifying the Many-Faced Consumer Across Channels”. Colloquy, April 2014.
Forrester (2014). “Customer desires vs. retailer capabilities: Minding the omni-channel commerce gap.” A Forrester Consulting Thought Leadership Paper, January 2014
Ganesan, S. (1994). “Determinants of long-term orientation in buyer-seller relationships”. Journal of Marketing, 58 (2), 1-19.
Gensler, S., Verhoef, P., Böhm, M. (2012). “Understanding consumers’ multichannel choices across the different stages of the buying process”. Marketing Letters, 23 (4), 987-1003.
Gupta, S., Lehmann, D., Stuart, J. (2004). "Valuing customers". Journal of Marketing Research, 41 (1), 7-18.
Herhausen, D., Binder, J., Schoegel, M., Herrmann, A. (2015). “Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration”. Journal of Retailing, 91 (2), 309-325.
Higgins, E., Scholer, A. (2009). “Engaging the consumer: The science and art of the value creation process”. Journal of Consumer Psychology, 19 (2), 100-114.
Konuş, U., Verhoef, P., Neslin, S. (2008). “Multichannel shopper segments and their covariates”. Journal of Retailing, 84 (4), 398-413.
Konuş, U., Verhoef, P., Neslin, S. (2014). “The effect of search channel elimination on purchase incidence, order size and channel choice”. International Journal of Research in Marketing, 31 (1), 49-64.
Kumar, V. (2015). “Evolution of marketing as a Discipline: What Has Happened and What to Look Out For”. Journal of Marketing, 79 (1), 1-9.
Kumar, V., Venkatesan, R. (2005). “Who are the multichannel shoppers and how do they perform? Correlates of multichannel shopping behaviour”. Journal of Interactive Marketing, 19 (2), 44-62.
Kumar, V., Shah, D. (2009). “Expanding the role of marketing: from customer equity to market capitalization”. Journal of Marketing, 73 (6), 119-136.
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., Tillmanns, S. (2010). “Undervalued or overvalued customers: capturing total customer engagement value”. Journal of Service Research, 13 (3), 297-310.
Kushwaha, T., Shankar, V. (2008). “Single channel vs. multichannel retail customers: correlates and consequences”. In A&M University Texas Working paper.
Kushwaha T., Shankar V. (2013). “Are multichannel customers really more valuable? The moderating role of product category characteristics”. Journal of Marketing, 77 (4), 67–85
Li, H., Kannan, P. (2014). “Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment”. Journal of Marketing Research, 51 (1), 40-56.
Melis, K., Campo, K., Breugelmans, E., Lamey, L. (2015). “The impact of the multi-channel retail mix on online store choice: Does online experience matter?” Journal of Retailing, 91 (2), 272-288.
Montaguti, E., Neslin, S., Valentini, S. (2015) “Can marketing campaigns induce multichannel buying and more profitable customers? A Field Experiment”. Marketing Science. in press.
Montoya-Weiss, M., Voss, G., Grewal, D. (2003). “Determinants of online channel use and overall satisfaction with a relational, multichannel service provider”. Journal of the Academy of Marketing Science, 31 (4), 448-458.
Morgan, R., Hunt, S. (1994). “The commitment-trust theory of relationship marketing”. The Journal of Marketing, 20-38.
Neslin, S., Shankar, V. (2009). “Key issues in multichannel customer management: current knowledge and future directions”. Journal of Interactive Marketing, 23 (1), 70-81.
Neslin, S., Grewal, D., Leghorn, R., Shankar, V., Teerling, M., Thomas, J., Verhoef, P. (2006). “Challenges and opportunities in multichannel customer management”. Journal of Service Research, 9 (2), 95-112.
Oracle (2011). “Powering the Cross-Channel Customer Experience with Oracle’s Complete Commerce.”
Ostrom, A., Parasuraman, A., Bowen, D., Patrício, L., Voss, C., Lemon, K. (2015). “Service Research Priorities in a Rapidly Changing Context”. Journal of Service Research, 18 (2), 127-159.
Pauwels, K., Neslin, S. (2015). “Building with Bricks and Mortar: The revenue Impact of Opening Physical Stores in a Multichannel Environment”. Journal of Retailing, 91 (2), 182-197.
Rust, R., Oliver, R. (2000). “Should We Delight the Customer?” Journal of the Academy of Marketing Science, 28 (1), 86-94.
Shah, D., Rust, R., Parasuraman, A., Staelin, R., Day, G. (2006). “The path to customer centricity”. Journal of Service Research, 9 (2), 113-124.
Shankar, V., Smith, A., Rangaswamy, A. (2003). “Customer satisfaction and loyalty in online and offline environments”. International Journal of Research in Marketing, 20 (2), 153-175.
Thomas, J., Sullivan, U. (2005). “Managing marketing communications with multichannel customers”. Journal of Marketing, 69 (4), 239-251.
Valentini, S., Montaguti, E., Neslin, S. (2011). “Decision process evolution in customer channel choice”. Journal of Marketing, 75 (6), 72-86.
Van Bruggen, G.H., Antia, K.D., Jap, S.D., Reinartz, W.J., Pallas, F. (2010). “Managing Marketing Channel Multiplicity”. Journal of Service Research, 13 (3), 331-340.
Van den Butle, C., Lilien, G. (2001). “Medican innovation revisited: social contagion versus marketing effort”. American Journal of Sociology, 106 (5), 1409-1435.
Van Doorn, J., Lemon, K., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P. (2010). “Customer engagement behavior: Theoretical foundations and research directions”. Journal of Service Research, 13 (3), 253-266.
Venkatesan, R., Kumar, V. (2004). “A customer lifetime value framework for customer selection and resource allocation strategy”. Journal of Marketing, 68 (4), 106-125.
Venkatesan, R., Kumar, V., Ravishanker, N. (2007). “Multichannel shopping: causes and consequences”. Journal of Marketing, 71 (2), 114-132.
Verhoef, P., Neslin, S., Vroomen, B. (2007). “Multichannel customer management: Understanding the research-shopper phenomenon”. International Journal of Research in Marketing, 24 (2), 129-148.
Verhoef, P., Kannan, P., Inman, J. (2015). “From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing”. Journal of Retailing, 91 (2), 174-181.
Wallace, D., Giese, J., Johnson, J. (2004). “Customer retailer loyalty in the context of multiple channel strategies”. Journal of Retailing, 80 (4), 249-263.
Wiesel, T., Pauwels, K., Arts, J. (2011). “Practice prize paper-marketing's profit impact: Quantifying online and off-line funnel progression”. Marketing Science, 30 (4), 604-611.