ABERDEEN, S.D. — Whether stepping into a boxing ring for the first time, running a marathon or purchasing a first home, important milestones can shape how people view their progress and determine whether and how they continue pursuing their goals.

New research co-authored by a Northern State University professor examines how businesses and service providers can recognize these defining moments and better support consumers as they navigate significant personal goals.

Dr. Amanda Garrison, assistant professor of marketing in Northern State University's School of Business, co-authored the study, “Identifying and managing milestones in consumers’ goal journeys,” with Dr. Linda L. Price of the University of Wyoming.

The research was published in the Journal of the Academy of Marketing Science, a leading academic journal in the field of marketing.

“Businesses need to recognize the moments when a consumer is asking, ‘Can I really do this?’” Garrison said. “The answer is still the consumers' to make, but the quality of support from service providers at that moment can help shape what happens next in their journey.”

The study explores how significant events, or milestones, influence consumers' confidence, motivation and decisions as they work toward personal goals.

Unlike traditional customer experience research, which often focuses on interactions between customers and businesses, Garrison and Price examined the broader experiences people encounter while pursuing their goals.

The research draws on a three-year study of adult amateur boxing, along with interviews examining other experiences, including running a marathon, purchasing a first home, learning to scuba dive, recovering from knee replacement surgery and getting married.

For Garrison, the research began with a personal experience.

She took up competitive boxing in her 30s while pursuing her doctorate. Despite the differences between boxing and graduate school, she noticed similarities in the challenges she faced.

In both experiences, important moments revealed weaknesses, demonstrated progress and raised questions about whether she could continue.

That observation eventually developed into a research project examining how consumers experience milestones and how organizations can better support them.

One example involves a boxer's first sparring session.

While a coach may view the session as an opportunity to evaluate technique, the boxer may see it as a defining moment that determines whether pursuing the sport feels possible.

The researchers found that milestones can validate progress, reveal areas needing improvement, build confidence or signal that a person should reconsider the direction of a goal.

These experiences are not always positive. Disappointing performances and unexpected challenges can be just as influential as achievements.

The findings suggest that businesses and service providers can improve customer experiences by identifying these important moments and offering appropriate support before, during and after they occur.

For example, a coach can help an athlete establish realistic expectations, recognize progress and understand what needs improvement following a difficult training session.

The same approach can apply to education.

A student taking the ACT as part of a goal to attend college may interpret the result as a judgment about their future rather than one measure of academic readiness. Teachers, counselors and families can help students understand their results and identify appropriate next steps.

For businesses, the research offers a framework for recognizing milestones that may not appear in traditional customer journey maps.

Rather than focusing exclusively on purchases, appointments or service interactions, organizations can consider when customers gain confidence, encounter setbacks or question whether to continue pursuing their goals.

Garrison said understanding these experiences can help organizations develop more meaningful relationships with customers and help to improve goal success rates.

It also requires recognizing when encouragement may not be the best response. In some situations, helping someone adjust or reconsider a goal may be more appropriate than encouraging them to continue.

Publication in the Journal of the Academy of Marketing Science represents a significant professional accomplishment for Garrison.

“It is a major professional achievement, and I'm proud of it,” Garrison said. “Publishing in a leading journal in my discipline means that a question I believed deserved attention has developed into a contribution that has stood up to rigorous scholarly scrutiny.”

Garrison said the research demonstrates how a personal experience can develop into scholarship with broader applications across industries and individual goals.

The study also offers opportunities for future research examining how organizations can recognize and respond to significant moments in consumers' lives.

The full article, “Identifying and managing milestones in consumers’ goal journeys,” is available through Springer at https://rdcu.be/dbihdRLXV8Xa.

For more information, contact Chad Hatzenbuhler, director of communications and marketing, at chad.hatzenbuhler@northern.edu or 605-626-2046.