Trends in Customer Experience: Analysis from DATA, strategy and innovation.
DOI:
https://doi.org/10.31637/epsir-2024-471Keywords:
Customer Experience, data, strategy, innovation, omnichanel, phygital, COVID19, digital transformationAbstract
Introduction: This article determines the effects of data, innovation, and strategy on the evolution of customer experience (CX). Additionally, it maps the main literature, authors, journals, and studied topics to determine the approaches of post-COVID-19 studies. Methodology: The scoping review conducted considered the analysis of 259 articles published between 1999 and 2023, sourced from Scopus in relation to customer experience, innovation, data, and strategy. Results: There is a noted exponential interest in CX across multiple business contexts, establishing trends such as the "phygital" strategy, which shows the evolution towards omnichannel experiences and touchpoints. The radical evolution in business mindset was validated, recognizing CX as a differentiating factor in competitive and volatile markets due to the integration of all areas of the company, allowing the building of long-term relationships with all stakeholders. Conclusions: The pandemic played an accelerating role in digital transformation, enhancing the customer-centric focus through agile methodologies and emerging technologies that allow for personalized offerings and the creation of memorable and meaningful experiences that build brand loyalty. Furthermore, innovation transcended the product, presenting options for reinvention in the modeling of new businesses, processes, and services designed to meet changing and increasingly demanding needs.
Downloads
References
Ballina, F. J., Valdes, L., y Del Valle, E. (2019). The Phygital experience in the smart tourism destination. International Journal of Tourism Cities, 5(4), 656–671. https://doi.org/10.1108/ijtc-11-2018-0088 DOI: https://doi.org/10.1108/IJTC-11-2018-0088
Bolton, R. N., Gustafsson, A., Tarasi, C. O., & Witell, L. (2021). How customer experience management reconciles strategy differences between East and West. Journal of Global Scholars of Marketing Science, 31(3), 273–295. https://doi.org/10.1080/21639159.2021.1921606 DOI: https://doi.org/10.1080/21639159.2021.1921606
Bueno, E. V., Weber, T. B. B., Bomfim, E. L., y Kato, H. T. (2019). Measuring customer experience in service: A systematic review. Service Industries Journal, 39(11–12), 779–798. https://doi.org/10.1080/02642069.2018.1561873 DOI: https://doi.org/10.1080/02642069.2018.1561873
Camps, D. (2008). Limitaciones de los indicadores bibliométricos en la evaluación de la actividad científica biomédica. Colomb. Med., Cali, 39, (1), 74-79, https://n9.cl/c504km
Chih, L. (2016). Queueing management and improving customer experience: empirical evidence regarding enjoyable queues. https://onx.la/17843
Cvetković Vega, A., Maguiña, J. L., Soto, A., Lama-Valdivia, J., y Correa López, L. E. (2021). Cross-sectional studies. Revista de La Facultad de Medicina Humana, 21(1), 164–170. https://doi.org/10.25176/rfmh.v21i1.3069 DOI: https://doi.org/10.25176/RFMH.v21i1.3069
De Keyser, A., Verleye, K., Lemon, K. N., Keiningham, T. L., y Klaus, P. (2020). Moving the customer experience field forward: Introducing the touchpoints, context, qualities (TCQ) nomenclature. Journal of Service Research, 23(4), 433–455. https://doi.org/10.1177/1094670520928390 DOI: https://doi.org/10.1177/1094670520928390
Del Vecchio, P., Secundo, G., y Garzoni, A. (2023). Phygital technologies and environments for breakthrough innovation in customers’ and citizens’ journey. A critical literature review and future agenda. Technological Forecasting and Social Change, 189, 122-342. https://doi.org/10.1016/j.techfore.2023.122342 DOI: https://doi.org/10.1016/j.techfore.2023.122342
Dhaigude, S. A., y Mohan, B. C. (2023). Customer experience in social commerce: A systematic literature review and research agenda. International Journal of Consumer Studies, 47(5), 1629–1668. https://doi.org/10.1111/ijcs.12954 DOI: https://doi.org/10.1111/ijcs.12954
Dolnicar, S., y Zare, S. (2020). COVID19 and airbnb – disrupting the disruptor. Annals of Tourism Research, 83, 102-961. https://www.sciencedirect.com/science/article/abs/pii/S0160738320301055?via%3Dihub DOI: https://doi.org/10.1016/j.annals.2020.102961
Ghesh y Davis, M. (2023). Ther artificial intelligence enabled customer experience in Tourism: A systematic literature review. Strath.ac.uk. https://onx.la/5e891 DOI: https://doi.org/10.1108/TR-04-2023-0255
Heinonen, K., y Lipkin, M. (2023). Ordinary customer experience: Conceptualization, characterization, and implications. Psychology & Marketing, 40(9), 1720–1736. https://doi.org/10.1002/mar.21830 DOI: https://doi.org/10.1002/mar.21830
Kandampully, J., Zhang, T., y Jaakkola, E. (2018). Customer experience management in hospitality: A literature synthesis, new understanding and research agenda. International Journal of Contemporary Hospitality Management, 30(1), 21–56. https://lc.cx/-skJMW DOI: https://doi.org/10.1108/IJCHM-10-2015-0549
Kamboj, S., Yadav, M., Rahman, Z., y Goyal, P. (2016). Impact of social CRM capabilities on firm performance: Examining the mediating role of co-created customer experience. International journal of information systems in the service sector, 8(4), 1–16. https://doi.org/10.4018/ijisss.2016100101 DOI: https://doi.org/10.4018/IJISSS.2016100101
Kim y Kam, F. (2022). Two decades of customer experience research in hospitality and tourism: A bibliometric analysis and thematic content analysis. Scopus.com. https://onx.la/38d21 DOI: https://doi.org/10.1016/j.ijhm.2021.103082
Klaus, P., y Nguyen, B. (2013). Exploring the role of the online customer experience in firms’ multi-channel strategy: an empirical analysis of the retail banking services sector. Journal of Strategic Marketing, 21(5), 429–442. https://www.tandfonline.com/doi/abs/10.1080/0965254X.2013.801610 DOI: https://doi.org/10.1080/0965254X.2013.801610
Klaus, P. (2014). Towards practical relevance — Delivering superior firm performance through digital customer experience strategies. Journal of Direct Data and Digital Marketing Practice, 15(4), 306–316. https://doi.org/10.1057/dddmp.2014.20 DOI: https://doi.org/10.1057/dddmp.2014.20
Klaus, Philipp, Gorgoglione, M., Buonamassa, D., Panniello, U., y Nguyen, B. (2013). Are you providing the “right” customer experience? The case of Banca Popolare di Bari. International Journal of Bank Marketing, 31(7), 506–528. https://doi.org/10.1108/ijbm-02-2013-0019 DOI: https://doi.org/10.1108/IJBM-02-2013-0019
Kumar, P., Mokha, A. K., y Pattnaik, S. C. (2022). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry. Benchmarking An International Journal, 29(2), 551–572. https://doi.org/10.1108/bij-10-2020-0528 DOI: https://doi.org/10.1108/BIJ-10-2020-0528
Laming, C., y Mason, K. (2014). Customer experience — An analysis of the concept and its performance in airline brands. Research in Transportation Business & Management, 10, 15–25. https://doi.org/10.1016/j.rtbm.2014.05.004 DOI: https://doi.org/10.1016/j.rtbm.2014.05.004
Lawry, C. A. (2023). Futurizing luxury: an activity-centric model of phygital luxury experiences. Journal of Fashion Marketing and Management, 27(3), 397–417. https://doi.org/10.1108/jfmm-05-2021-0125 DOI: https://doi.org/10.1108/JFMM-05-2021-0125
Lee, S., y Lim, T.-S. (2017). Retailer’s innovative differentiation method based on customer experience: Focusing mediating effect of Omni-channel shopper type. Quality Innovation Prosperity, 21(2), 1-37. https://doi.org/10.12776/qip.v21i2.864 DOI: https://doi.org/10.12776/qip.v21i2.864
Leva, M., y Ziliani, C. (2018). The role of customer experience touchpoints in driving loyalty intentions in services. The TQM Journal, 30(5), 444–457. https://doi.org/10.1108/tqm-11-2017-0141 DOI: https://doi.org/10.1108/TQM-11-2017-0141
Lemon, K. N., y Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420 DOI: https://doi.org/10.1509/jm.15.0420
Li, J., Hudson, S., y So, K. K. F. (2019). Exploring the customer experience with Airbnb. International Journal of Culture Tourism and Hospitality Research, 13(4), 410–429. https://doi.org/10.1108/ijcthr-10-2018-0148 DOI: https://doi.org/10.1108/IJCTHR-10-2018-0148
Li, D. (2018). Tuning of Customer Relationship Management (CRM) via Customer Experience Management (CEM) using Sentiment Analysis on Aspects Level. Thesai.org. https://thesai.org/Publications/ViewPaper?Volume=9&Issue=5&Code=ijacsa&SerialNo=40 DOI: https://doi.org/10.14569/IJACSA.2018.090540
Liu, F., Lai, K.-H., Wu, J., y Duan, W. (2021). Listening to online reviews: A mixed-methods investigation of customer experience in the sharing economy. Decision Support Systems, 149, 113-609. https://doi.org/10.1016/j.dss.2021.113609 DOI: https://doi.org/10.1016/j.dss.2021.113609
Lipkin, M., y Heinonen, K. (2022). Customer ecosystems: exploring how ecosystem actors shape customer experience. Journal of Services Marketing, 36(9), 1–17. https://doi.org/10.1108/jsm-03-2021-0080 DOI: https://doi.org/10.1108/JSM-03-2021-0080
Limaymanta, C. (2020). El mapeo científico con VOSviewer: un ejemplo con datos de WoS. https://lc.cx/XrSfum
Lywood, J., Stone, M., y Ekinci, Y. (2009). Customer experience and profitability: An application of the empathy rating index (ERIC) in UK call centres. Journal of Database Marketing & Customer Strategy Management, 16(3), 207–214. https://link.springer.com/article/10.1057/dbm.2009.24 DOI: https://doi.org/10.1057/dbm.2009.24
Martin, J., Mortimer, G., y Andrews, L. (2015). Re-examining online customer experience to include purchase frequency and perceived risk. Journal of Retailing and Consumer Services, 25, 81–95. https://doi.org/10.1016/j.jretconser.2015.03.008 DOI: https://doi.org/10.1016/j.jretconser.2015.03.008
Mikheev, A. A., Krasnov, A., Griffith, R., y Draganov, M. (2021). The interaction model within phygital environment as an implementation of the open innovation concept. Journal of Open Innovation Technology Market and Complexity, 7(2), 114. https://doi.org/10.3390/joitmc7020114 DOI: https://doi.org/10.3390/joitmc7020114
Mpouziotas, D., Besharat, J., Tsoulos, I. G., y Stylios, C. (2024). AliAmvra—enhancing customer experience through the application of machine learning techniques for survey data assessment and analysis. Information (Basel), 15(2), 83. https://doi.org/10.3390/info15020083 DOI: https://doi.org/10.3390/info15020083
Nadi̇ri̇, H., y Gunay, G. N. (2012). An empirical study to diagnose the outcomes of customers’ experiences in trendy coffee shops. Journal of Business Economics and Management, 14(1), 22–53. https://doi.org/10.3846/16111699.2011.631742 DOI: https://doi.org/10.3846/16111699.2011.631742
Rowley, J. (1999). Measuring total customer experience in museums. International Journal of Contemporary Hospitality Management, 11(6), 303–308. https://www.emerald.com/insight/content/doi/10.1108/09596119910281801/full/html DOI: https://doi.org/10.1108/09596119910281801
Stein, A., y Ramaseshan, B. (2016). Towards the identification of customer experience touch point elements. Journal of Retailing and Consumer Services, 30, 8–19. https://doi.org/10.1016/j.jretconser.2015.12.001 DOI: https://doi.org/10.1016/j.jretconser.2015.12.001
Stocchi, L., Hart, C., y Haji, I. (2016). Understanding the town centre customer experience (TCCE). Journal of Marketing Management, 32, 1562–1587. https://doi.org/10.1080/0267257x.2016.1242510 DOI: https://doi.org/10.1080/0267257X.2016.1242510
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., y Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11.001 DOI: https://doi.org/10.1016/j.jretai.2008.11.001
Wu, P.-L., Yeh, S.-S., Huan, T.-C. (. T. C. )., y Woodside, A. G. (2014). Applying complexity theory to deepen service dominant logic: Configural analysis of customer experience-and-outcome assessments of professional services for personal transformations. Journal of Business Research, 67(8), 1647–1670. https://doi.org/10.1016/j.jbusres.2014.03.012 DOI: https://doi.org/10.1016/j.jbusres.2014.03.012
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Yurani Sánchez Calderón
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Non Commercial, No Derivatives Attribution 4.0. International (CC BY-NC-ND 4.0.), that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
