The document discusses refining the online customer experience at a company. It first defines customer experience as the interactions customers have with a company that influence their perceptions of the brand. It then outlines examining the customer journey to understand the emotional bond between customers and the brand in order to align company actions and build these bonds. Finally, it provides an example case study of improving the online experience at dabs.com.

1. Online Customer
Experience
CASE STUDY:
Refining the online customer experience at
Ilgın Ece Şahin
Kemal Yerlikaya
Melike Akdülger
Okan Erol
Seda Çetin
Yeşim Soylu 12 May ’08 / Digital Marketing Lecture

2. Customer experience
• what is customer experience/why is it important?
• successful digital experiences
• how to measure online customer experience
The case: dabs.com
Conclusion
Outline