How can firms assess the extent and quality of customer engagement journeys?

What is the role of engagement in the emergence of customer experiences?

What is the impact of engagement journeys on overall journey performance?

What research approaches would be most appropriate for capturing data from exogenous touchpoints?

How can firms optimize customer conversion along the planned journey where external touchpoints dominate the customer journey?

How does the lexicon of customer journey research change when capturing alternative conceptualizations, such as engagement or non-purchase journeys?

What factors affect the degree of influence of external touchpoints on customer journeys?

What factors determine the influence of exogenous norms and practices on customers’ experiences of touchpoints?

How can firms mitigate against or leverage the influence of external touchpoints?

Firms should harness engaged customers’ resource contributions and support their activities through touchpoint design

Existing journey analysis tools (e.g. service blueprints) offer only a limited understanding of more complex engagement journeys, and firms should adopt new methods

Degree of engagement should inform segmentation when developing a portfolio of journey designs and customer personas

Managers should be able to identify, monitor, and analyze the most salient exogenous touchpoints

Firms should track non-purchase and purchase journeys to reveal exogenous activity

Firms should identify key external touchpoints that influence customer perceptions of their offerings

Firms should seek to understand how exogenous activities change customers’ experiences of touchpoints and should proactively adapt touchpoints