ABSTRACT
This chapter focuses on one component of the experiential marketing mix “Emic/etic process” as a replacement of “P” of “Process” in the traditional marketing mix logic, which extends the vision of process from a one way and a top-down logic to incorporate consumer values into an iterative process that integrates both consumer and company visions. It explores the shift from the logic of customer journey mapping to the sociocultural mapping of customer journey that follows two key approaches: the emic/etic perspective and the sociocultural definition of customer journey. The chapter introduces tools and strategies that companies can use to design the ultimate customer experience. It also focuses on the origins of this new and innovative perspective, its challenges, and the opportunities for companies to implement it in order to design suitable customer experiences. Consumer journey is connected with consumption experiences in which customers are in a relationship with companies.
