Customer experience management: asking the right questions

نویسندگان

چکیده

Purpose Customer experience is more critical than ever to firms’ successes and future growth opportunities. Typically measured through aggregate satisfaction scores, businesses have been criticized for oversimplifying what means. The purpose of this study provide a new perspective on management offers novel way forward customer-centric strategizing. Design/methodology/approach Mapping the current digital technologies being used across in all sectors engage connect with customers effectively, paper outlines some fundamental challenges opportunities enhance business practice. Findings Businesses are capturing they know about customers, rather customer thinks feels firm. Many initiatives create pains (not gains), while businesses, decision-making can be jeopardized by fake data. A framework based upon five dimensions presented optimal customer-driven decision-making. Practical implications Going beyond scores that serve as an output input into strategizing, presents actionable targeted investments enhanced practices. Originality/value seeking grow intelligent analysis capabilities disrupt traditional models toward greater customer-centricity track spread positive negative experiences. Examining how done where weaknesses lie bridging practice scientific literature, provides knowledge advance strategies profitability.

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ژورنال

عنوان ژورنال: Journal of Business Strategy

سال: 2021

ISSN: ['0275-6668', '2052-1197']

DOI: https://doi.org/10.1108/jbs-07-2020-0158