Understanding customer experience throughout the customer journey.

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Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing: AMA/MSI Special Issue, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420

Objectif

L’article de Lemon et Verhoef vise à développer une compréhension approfondie de l’expérience client et du parcours client dans un contexte de comportements clients de plus en plus complexes. Les auteurs cherchent à :

  1. Définir et conceptualiser l’expérience client en tant que construction multidimensionnelle.

  2. Retracer les racines historiques de l’expérience client dans la littérature marketing.

  3. Synthétiser les connaissances actuelles sur l’expérience client, le parcours client et la gestion de l’expérience client.

  4. Identifier les lacunes critiques et proposer un agenda de recherche pour les travaux futurs.

Méthodologie

L’article adopte une approche théorique et synthétique, sans étude empirique directe. Les auteurs procèdent à :

  • Une revue de la littérature existante sur l’expérience client, en examinant les définitions et conceptualisations (e.g., Schmitt, 1999 ; Verhoef et al., 2009).

  • Une analyse historique des racines de l’expérience client, en reliant le concept à des théories antérieures du marketing (e.g., satisfaction client, qualité de service, marketing relationnel).

  • Une synthèse des connaissances actuelles, structurée autour de trois domaines : le parcours client, la mesure de l’expérience client et la gestion de l’expérience client.

  • Une proposition d’agenda de recherche basé sur les lacunes identifiées.

Résultats

  1. Définition de l’expérience client : L’expérience client est définie comme un construit multidimensionnel englobant les réponses cognitives, émotionnelles, comportementales, sensorielles et sociales d’un client aux interactions avec une entreprise tout au long de son parcours d’achat.

  2. Racines historiques : L’expérience client s’appuie sur des concepts établis comme les modèles de comportement d’achat (Howard & Sheth, 1969), la satisfaction client, la qualité de service (Parasuraman et al., 1988), le marketing relationnel, la gestion de la relation client (CRM), la centralité client et l’engagement client.

  3. Connaissances actuelles :

    • Parcours client : L’expérience client est conceptualisée comme un processus dynamique à travers les phases de pré-achat, achat et post-achat, avec de multiples points de contact (touch points).

    • Mesure : Les mesures incluent des échelles comme SERVQUAL, EXQ (Klaus & Maklan, 2012), et des métriques comme le Net Promoter Score (NPS), bien que des lacunes subsistent dans la mesure holistique.

    • Gestion : La gestion de l’expérience client nécessite une intégration interfonctionnelle (IT, marketing, opérations) et une coordination avec des partenaires externes, dans un contexte d’omnicanalité et de fragmentation des médias.

  4. Distinctivité : L’expérience client se distingue d’autres construits comme la satisfaction (évaluation cognitive) et la qualité de service (antécédent), bien que des relations complexes existent avec la confiance, l’engagement et l’attachement à la marque.

  5. Agenda de recherche : Les auteurs proposent des recherches sur la modélisation empirique des points de contact, l’impact des interactions sociales, l’intégration omnicanale et les métriques prédictives.

Points clés pour la pratique

  • Les entreprises doivent adopter une vision holistique de l’expérience client, en intégrant tous les points de contact.

  • La coordination interfonctionnelle et externe est essentielle pour gérer des parcours clients complexes.

  • Les comportements comme le showrooming et l’influence des médias sociaux nécessitent une adaptation stratégique.

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