Customer experience analysis and customer journey management in Iran’s retail sector (Case study: Clothing retailers)

Document Type : conference paper


Department of Industrial Engineering, Sharif University of Technology, Tehran, Iran


With the ever-growing importance of Customer Experience (CX) in today’s digital marketplace, more and more industries who are in a process of digital transformation have been focused on improving their customer’s brand experience. Focusing on CX has been named as a key factor in maintaining competitive advantage as well as improving customer acquisition and retention rates. Mapping and analyzing customer journeys through their interactions with a business have been identified as one of the most prominent ways to define, evaluate and improve CX. That is why the use of customer journey mapping has been on the rise in recent years, being named as one of the key enablers of successful digital transformation. The use of such methods must take into account differences in various industries and also the cultural context of customers, be it region, buying power, mindset, etc. For the Iranian market, not much work has been done in this area which can provide practical, data driven insights for businesses. In this research, the subject of customer experience and customer journey management in the retail sector, in particular the clothing retailers, has been addressed. To achieve our results, data has been gathered using surveys from customers of the clothing sector, and appropriate analytical methods used to identify main customer touchpoints and analyze the customer journeys.


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