The Customer Journey in Omnichannel Retail. An exploratory requirements analysis for a customer journey modelling and analysis tool

Table of Contents

1 Introduction

1.1 Motivation

1.2 Problem formulation

1.3 Research questions

1.4 Intended Contribution

1.5 Structure of the thesis

2 Methodology

2.1 Research approach

2.1.1 Research design

2.1.2 Research strategy

2.2 Data collection

2.3 Sampling approach

2.4 Data analysis

2.5 Ethical considerations

2.6 Potential weaknesses

3 Literature Review

3.1 Description of the process

3.2 Omnichannel retail practices

3.3 Customer journey

3.3.1 The customer journey concept

3.3.2 Customer journey phases

3.3.3 Customer journey touchpoints

3.3.4 Customer journey analysis techniques

3.4 Chapter summary

4 Empirical presentation

4.1 Preliminary framework

4.2 Findings and analysis

4.2.1 Requirements derived from the omnichannel literature

4.2.2 Requirements derived from the customer journey literature

4.2.3 Requirements derived from the customer journey touchpoints and phases literature

4.2.4 Requirements derived from the customer journey modelling tools literature

4.2.5 Additional requirements derived from the interviews

5 Recommendation

5.1 Methodology

5.2 Technology

5.3 Data gathering

5.4 Data analysis

5.5 Implications

6 Concluding remarks

6.1 Reflection of the research approach

6.2 Conclusion regarding the research questions

6.3 Critical evaluation and recommendation for future research

Research Objective & Topics

This thesis aims to explore the requirements for a tool designed to model and analyze individual customer journeys within an omnichannel retail environment in real-time, leveraging both online and offline data. The central research objective is to identify functional and organizational prerequisites to support retailers in managing complex, non-linear customer experiences effectively.

• Characteristics of customer journeys in omnichannel retail
• Methods and techniques for customer journey analysis (CJA)
• Data integration and technical infrastructure requirements
• Organizational alignment and cross-departmental collaboration
• Customer-centricity and personalized service management

Book Excerpt

Summary of Chapters

1 Introduction: This chapter introduces the motivation for studying customer journey analysis in the context of omnichannel retail and outlines the research questions and structure of the thesis.

2 Methodology: This chapter describes the exploratory research design, data collection via semi-structured interviews, and the methods used for data analysis and ethical considerations.

3 Literature Review: This chapter provides a theoretical foundation by discussing omnichannel retail practices, the customer journey concept, and various analysis techniques used in service management.

4 Empirical presentation: This chapter develops a preliminary framework for requirements based on literature and verifies these against findings from seven expert interviews.

5 Recommendation: This chapter provides practical recommendations for developing and deploying a Customer Journey Modelling and Analysis Tool (CJMAT) based on the derived findings.

6 Concluding remarks: This chapter reflects on the research approach, provides answers to the research questions, and offers a critical evaluation with suggestions for future research.

Keywords

Customer journey, omnichannel retail, customer experience, customer journey analysis (CJA), customer journey modelling and analysis tool (CJMAT), requirements analysis, touchpoints, omnichannel marketing, customer behavior, real-time data, attribution modelling, service blueprinting, customer centricity, decision-making process, stakeholder management

Frequently Asked Questions

What is the core focus of this research?

The research focuses on analyzing the requirements for a tool (CJMAT) that enables retailers to model and analyze individual customer journeys in an omnichannel environment using real-time data.

What are the primary themes discussed?

The work covers omnichannel retail practices, the conceptualization of the customer journey, current analysis techniques, data requirements, and the necessity of organizational alignment.

What is the primary research goal?

The goal is to determine the functional and organizational requirements that an effective customer journey modelling and analysis tool must fulfill to help retailers improve customer satisfaction.

Which methodology is applied?

The thesis utilizes an exploratory research approach, combining a systematic literature review with qualitative data collection through semi-structured interviews.

What is covered in the main body?

The main body reviews existing literature on retail and customer behavior, establishes a preliminary requirements framework, conducts empirical validation through interviews, and formulates recommendations for tool deployment.

Which keywords best describe the thesis?

Key terms include customer journey, omnichannel retail, customer experience, CJMAT, touchpoints, and real-time analysis.

Why is a holistic tool necessary in omnichannel retail?

Due to fragmented channels and non-linear customer behavior, a holistic tool is needed to integrate disparate data sources, enabling a unified view of the customer across the entire journey.

How does this study address the role of stakeholders?

The study highlights that siloed organizational structures hinder customer-centricity; therefore, it emphasizes that all relevant internal stakeholders must be involved in the development and adoption of analysis tools.

What role does data privacy play?

Data privacy is identified as a critical requirement; companies must ensure that customer data is collected with consent and managed in compliance with regulations like the GDPR.