@article {1455,
	title = {How Can Firms Effectively Use Technology in Customer Journey Management},
	journal = {Technology Innovation Management Review},
	volume = {11},
	year = {2021},
	month = {10/2021},
	pages = {32-47},
	publisher = {Talent First Network},
	chapter = {32},
	address = {Ottawa},
	abstract = {Customer Journey (CJ) mapping offers a view of the Customer Experience (CX) from a customer{\textquoteright}s standpoint, which acts as the first step towards a myriad of actions that can be performed to improve CX. While CJ mapping has proven to be helpful in a wide range of use cases, companies still struggle to apply technology to make it effective. This research performs a literature review to identify how IT and digital assets can be used in the CJ context, providing practical examples for organizations willing to implement a consumer-centered IT strategy. As a result, it was found that IT can be used in three primary contexts for CJ: mapping, enabling, and monitoring.},
	keywords = {customer experience, customer journey, digital transformation, Managerial Requirements, Technology Drivers},
	issn = {1927-0321},
	doi = {http://doi.org/10.22215/timreview/1455},
	url = {timreview.ca/article/1455},
	author = {William Boscardini Helouani}
}
@article {634,
	title = {Neuromarketing: Understanding Customers{\textquoteright} Subconscious Responses to Marketing},
	journal = {Technology Innovation Management Review},
	volume = {2},
	year = {2012},
	month = {12/2012},
	pages = {12-21},
	publisher = {Talent First Network},
	address = {Ottawa},
	abstract = {This article presents neuromarketing as a way to detect brain activation during customer engagement. Neuromarketing is a field of marketing research that studies consumers{\textquoteright} sensorimotor, cognitive, and affective response to marketing stimuli. We established a Virtual Customer Journey model based on the consultative selling process to study customer engagement by using brain scans. Consultative selling suggests that a customer{\textquoteright}s shopping experience is managed by the salesperson{\textquoteright}s behaviour and in-store marketing assets, and that the customer gets engaged step by step. A total of 16 test subjects were shown video clips and still pictures from a consultative sales process at Nokia{\textquoteright}s flagship stores, and their brain activity was scanned. The results show that test subjects were able to associate themselves with people and events on the video and they felt safe and comfortable during the consultative selling process. The study implies that laboratories can build virtual environments that resemble real shopping environments where customers can participate in the buying process and respond to events displayed on the screen, and that neuroimaging is useful in providing valuable information on customer behaviour that is not achievable otherwise.},
	keywords = {brain scans, consultative selling, customer engagement, customer journey, fMRI, neuroimaging, neuromarketing},
	issn = {1927-0321},
	doi = {http://doi.org/10.22215/timreview/634},
	url = {http://timreview.ca/article/634},
	author = {Jyrki Suomala and Lauri Palokangas and Seppo Leminen and Mika Westerlund and Jarmo Heinonen and Jussi Numminen}
}
