The micro customer journey: Extending the concept of customer experience
Javier Gallardo-Garcia, Esther Pagán-Castaño, Javier Sánchez-Garcia, María Guijarro-García
Keywords:
micro-experiences, micro customer journey, key moments of truth, transactional measurements
Abstract:
Customers increasingly seek exclusivity. At the same time, organisations have less control over the delivery of experiences and compete on customer experience (CX) management. In this context, an in-depth understanding of micro-experiences is crucial. It involves conceiving each interaction between customer and company as part of a collection of micro-experiences. The concepts related to customer experience management (CEM) can be applied to each of these micro-experiences to gain greater focus, knowledge, operability, control and impact from each of a customer’s experiences. The analysis of micro-experiences can lead to greater efficiency in delivering on a company’s objectives by focusing on the interactions that customers deem important. This research centres on the interactions of customers with a technology company’s technical service. Analysis of 109,702 customer surveys enables in-depth investigation of these interactions by identifying and detailing each micro-experience and monitoring the related performance indicators. The results show that micro-experiences have a significant influence on satisfaction and recommendations. They are associated negatively with waiting time and positively with talk time and query resolution. The findings expand current approaches to CEM. Given that research to date has focused on CX as a macro-level concept, this study provides a novel and enriching approach to CEM.
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 10.7441/joc.2025.04.09
Gallardo-Garcia, J., Pagán-Castaño, E., Sánchez-Garcia, J., & Guijarro-García, M. (2025). The micro customer journey: Extending the concept of customer experience. Journal of Competitiveness, 17(4), 230-250. https://doi.org/10.7441/joc.2025.04.09
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