Customer Experience Project: A Framework to Create and Deliver Value to Customers

This theoretical paper aims to approach the major customer value drivers and then, describe the main five stages required to support customer experience (CX) professionals in order to conceive, design and implement CX improvement projects. The CX focuses on customer’s perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, systems, channels, or products. The CX encompasses every interaction the customer has with an organisation throughout the customer lifecycle through multichannel. Generally speaking, providing a good experience can affect and impact customer satisfaction, loyalty, and engagement. Business companies recognised the competitive advantage of CX and the value creation reside not only in what a company delivers for its customers but in how it delivers products and services. Therefore, a positive CX requires coordination across different functions within an organisation, for instance, marketing, product or service development, customer care, operations, or retail branches.

Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda

In a highly competitive landscape, adopting an omnichannel approach might lead to a market advantage in terms of acquiring and retaining customers, as well as a means to ensure business sustainability. Omnichannel organizations situate the customer at the core of their interaction. However, research on omnichannel customer experience (CX) is still fragmented. In this paper, by adopting an integrative approach, we aim to articulate the empirical evidence around omnichannel CX and its management. Moreover, we show how research around omnichannel CX emerged from different theoretical perspectives and disciplines such as marketing, sociology and computer science. Towards this goal, we conducted a systematic literature review—with in depth analysis of 50 papers—and identified that omnichannel CX literature has engaged a number of research streams from various theoretical perspectives. Based on the research gaps, we propose an agenda for future research including topics such as (1) understanding the customer lifecycle in an omnichannel context; (2) integrating new touchpoints and channels; (3) predicting the omnichannel customer behavior; and (4) approaching omnichannel CX in service-based organizations. We conclude that adopting an omnichannel CX management approach requires the entire organization to be customer-centric while articulating interdisciplinary teams. Available studies on omnichannel CX provide the foundations for extending the knowledge on this topic and developing tools for practitioners to use in the omnichannel management assessment, operationalization, and measurement.

CUSTOMER PREDICTIVE ANALYTICS USING ARTIFICIAL INTELLIGENCE

This conceptual paper exclusively focused on how artificial intelligence (AI) serves as a means to identify a target audience. Focusing on the marketing context, a structured discussion of how AI can identify the target customers precisely despite their different behaviors was presented in this paper. The applications of AI in customer targeting and the projected effectiveness throughout the different phases of customer lifecycle were also discussed. Through the historical analysis, behavioral insights of individual customers can be retrieved in a more reliable and efficient way. The review of the literature confirmed the use of technology-driven AI in revolutionizing marketing, where data can be processed at scale via supervised or unsupervised (machine) learning.