Latest Research
If you are interested in customer journey design, check out my latest research below. You can find an image of the customer journey matrix at the bottom of this page.
The Customer Journey Matrix, Harvard Business Review (article; English, German, Italian, Turkish)
Smooth vs. Sticky Customer Journeys, Journal of Marketing (article)
The Customer Experience Secrets of Leisure Brands, JM Webinar Series: Insights for Marketing Managers (recording)
Anton Teaching Digital Marketing
Bio
Anton Siebert is an assistant professor in marketing at Lancaster University in Leipzig, Germany. He earned his PhD at Newcastle University, UK.
Anton examines experiential and social issues in marketing, spanning the fields of brands and branding, customer experience management, and digital marketing. His research has been published in leading business journals, such as Harvard Business Review and Journal of Marketing.
His article on customer journey design won the American Marketing Association's Hunt/Maynard Award for the most significant contribution to marketing theory in the Journal of Marketing and the Sidney J. Levy Award for the best Consumer Culture Theory oriented dissertation article in 2020. Anton’s work has been featured by, among others, Fast Company, Marketing News, and Success League Radio.
Anton currently teaches Customer Journey Design, Ethical Responsibility in Business, Marketing Fundamentals, and Social Media Marketing. He received the Pilkington Teaching Award for excellence in teaching and learning in 2023. Prior to his academic career, he worked in the finance and media industries.
Publications
Gopaldas, Ahir and Anton Siebert (2022), “What You’re Getting Wrong About Customer Journeys,” Harvard Business Review, 100 (4), 92-99.
Gopaldas, Ahir, Anton Siebert and Burçak Ertimur (2022), “Designing Servicescapes for Transformative Service Conversations: Lessons from Mental Health Services,” Journal of Consumer Marketing, 39 (6), 649-659.
Gopaldas, Ahir, Marina Carnevale, Richard Kedzior, and Anton Siebert (2021), “Service Conversation: Advisory, Relational, and Transformative Models,” Journal of Services Marketing, 35 (8), 988-999.
Siebert, Anton, Ahir Gopaldas, Andrew Lindridge, and Cláudia Simões (2020), “Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals,” Journal of Marketing, 84 (4), 45-66.
Gopaldas, Ahir and Anton Siebert (2018), “Women over 40, Foreigners of Color, and Other Missing Persons in Globalizing Mediascapes: Understanding Marketing Images as Mirrors of Intersectionality,” Consumption, Markets, and Culture, 21 (4), 323-346.
Siebert, Anton (2013), “How non-Western Consumers Negotiate Competing Ideologies of Sharing Through the Consumption of Digital Technology,” in The Routledge Companion to Digital Consumption, ed. Russell W. Belk and Rosa Llamas, New York, NY: Routledge.
