Introduction to Strategies for the Digital Customer Experience

Abstract

This book offers new insights on how companies can use digital strategies and technologies to create satisfying and profitable customer experiences in the "phygital" (physical + digital) era. Phygital is a holistic ecosystem that transcends digital/IT strategies to create experiences that help consumers navigate between online and offline offerings. Part I explores the effects of customer experience on digital marketing, and outlines the main challenges companies face in creating a continuum from physical to digital, and vice versa. Part II examines technologies to help businesses design phygital customer experiences, including extended reality, robotics and artificial intelligence, the Internet of Things, gamification, and 3-D printing. Part III then explores new tools to help businesses rethink their practices and design thinking, such as changing from big data logic to immersive smart data and holistic approaches using alternative market research tools. The book aims to provide in-depth understanding of the complexity of designing compelling customer experiences both online and offline.