Please watch the YouTube Webniar “Understanding Customer Experience throught the Customer Journey” and answer the following questions:

1. Please define customer experience and explain the key components in the concept. Provide two brand examples that reflect positive customer experience. (3pts)

2a. What are the three stages of customer journey? What are the related consumer behavior during each stage? (2pts)

2b. For each stage, please discuss the key touchpoints and use some examples to illustrate how touchpoints influence customer experience (3pts)

3. The webinar provides an overview of measuring customer experience. Please provide a summary of your learning on this topic (100-150 words). (2pts)


1. This is an individual work.

2. Professional writing style, avoid colloquial words/terms.

3. Please submit a Word document, 12 ft size, double space.