Tendencias en el Customer Experience: Análisis desde la DATA, la estrategia y la innovación.
DOI:
https://doi.org/10.31637/epsir-2024-471Palabras clave:
Customer Experience, data, estrategia, innovación, omnicanalidad, COVID19, transformación digital, phygitalResumen
Introducción: Este artículo determina los efectos de la innovación, data y estrategia en la evolución del customer experience(CX) y el impacto del COVID19. Metodología: El scoping review realizado consideró el análisis de 259 estudios publicados entre 1999 y 2023, provenientes de Scopus con relación al CX, innovación, data y estrategia. Hallazgos: Se denotó un exponencial interés del tema en múltiples contextos empresariales, estableciendo tendencias como la estrategia "phygital", que combina la omnicanalidad y la experiencia en los puntos de contacto. Se validó la evolución radical en la mentalidad empresarial, reconociendo al CX como un factor diferenciador ante mercados competitivos y volátiles, debido a la integración de todas las áreas de la empresa que permiten construir relaciones de largo plazo con todos los stakeholders. Conclusiones: La pandemia desempeñó un rol acelerador en la transformación digital, potencializando el enfoque centrado en el cliente a través de metodologías ágiles y tecnologías emergentes que permiten personalizar la oferta y configurar experiencias memorables, y significativas, que construyen fidelidad ante las marcas. Además, la innovación trascendió a el producto, presentando opciones de reinvención en la modelación de nuevos negocios, procesos y servicios diseñados para la satisfacción de las necesidades cambiantes y cada vez más exigentes.
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