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Online Marketing Workbook
Task 2 - Customer experience
a. What is the difference between the Customer Journey and the Customer Experience?
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b. Why is understanding the Customer Experience so important?
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Task 3 - Loyalty
a. Which 2 forms of loyalty are mentioned in the book and what does it actually mean?
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b. Which of these two is the largest?
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c. Why is it important to engage loyal customers with the right touchpoints?
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d. The textbook contains several examples of how you can create a positive customer
experience. Which five forms appeal to you the most?
If you have any other ideas, you can mention them too!
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