Redesigning End-to-End Customer Experience Journeys Using Behavioral Economics and Marketing Automation for Operational Efficiency

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@article{1710096,
      author = {Oyenmwen Umoren, Paul Uche Didi, Oluwatosin Balogun, Ololade Shukrah Abass, Oluwatolani Vivian Akinrinoye},
      title = {Redesigning End-to-End Customer Experience Journeys Using Behavioral Economics and Marketing Automation for Operational Efficiency},
      journal = {Iconic Research And Engineering Journals},
      year = {2020},
      volume = {4},
      number = {1},
      pages = {289-299},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1710096.pdf},
      abstract = {In an increasingly competitive marketplace, organizations seek innovative approaches to enhance customer experience while streamlining operations. This review paper examines the intersection of behavioral economics and marketing automation as a strategic framework for redesigning end-to-end customer experience journeys. We first synthesize key behavioral economics principles?such as choice architecture, nudging, and loss aversion?and explore how they can be embedded within automated marketing workflows to influence customer decision making at each touchpoint. Next, we survey current marketing automation platforms and capabilities, highlighting their role in real time personalization, multichannel orchestration, and data driven campaign optimization. By integrating these two domains, we propose a holistic journey redesign framework that aligns customer motivations with operational processes, thereby improving engagement, reducing friction, and driving efficiency. We then review empirical studies and case examples where such integrations yielded measurable gains in conversion rates, customer lifetime value, and internal resource utilization. Finally, we discuss challenges?such as privacy concerns, technological adoption barriers, and measurement complexities?and outline future research directions, including the use of AI driven decision support and adaptive learning systems. This paper offers practitioners and scholars a comprehensive roadmap for leveraging behavioral insights and automation technologies to deliver seamless, scalable, and efficient customer experiences.},
      keywords = {Behavioral Economics, Marketing Automation, Customer Experience Journey, Choice Architecture, Operational Efficiency, Journey Redesign Framework.},
      month = {July},
  }