Customer Experience Creation in Today’s Digital World

Abstract

Creating a strong customer experience has become important in today’s Western economy. In this chapter I discuss the customer experience concept and its measurement. To create a strong experience, understanding the customer journey is important. A main premise is that customer journeys have become more complex. However, existing research suggests that complex journeys are executed only in specific customer segments. New technological developments, such as robotics and Internet of Things, will have a strong effect on the customer experience. I discuss these potential consequences. These new developments also lead to multiple new research challenges.