Abstract
Bolton’s et al. paper, “Customer experience challenges: bringing together digital, physical and social realms,” discusses the trends in digital, physical, and social areas and their impact upon the development of customized customer experiences. This experience is comprised of multiple interactions with a focus on the design and delivering of an optimized experience. The digital realm has changed customer’s behavior and thereby their experience for content, expertise, and customized solutions in real time. The physical realm aided by technology enhances convenience and comfort. The social realm is the heart of the customer experience and is defined by the interactions among customers, employees, and others. That relationship increasingly involves technological interfaces. Word of mouth (WOM), smartphones, and social networks can be used to influence customers, both in a positive (convivial) and negative (crowding) direction.
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