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Conception de parcours client cross-canaux dans le commerce : préoccupations des managers et pratiques de design thinking

Author

Listed:
  • Florence Jacob

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Pierre Volle

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Many studies have examined the cross-channel customer experience in retailing, but few have taken into consideration how these experiences are designed by managers. The present paper aims at understanding the problems encountered by managers when designing cross-channel customer journeys and their cognitive practices. Based on a series of interviews with experts, our study indicates that retailers resort to design-thinking tools. We show how this approach enables them to integrate more effectively the different aspects of the customer's journey while also enabling them to have a better idea of the ideal encounter between the retailer and the customer.

Suggested Citation

  • Florence Jacob & Pierre Volle, 2015. "Conception de parcours client cross-canaux dans le commerce : préoccupations des managers et pratiques de design thinking," Post-Print hal-01275459, HAL.
    • Handle: RePEc:hal:journl:hal-01275459
    as

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