Customer Experience Management Research Articles

ANALYSING THE CUSTOMER CENTRIC MARKETING STRATEGIES IN ATTAINING COMPETITIVE ADVANTAGE FOR THE FIRM AND SUSTAINING BUSINESS SUCCESS

This paper talks about how putting customers at the center of marketing helps businesses stay ahead. It looks at ways companies can use what they know about customers to stand out and do well. The paper examines different customer-focused tactics, like tailored marketing, managing customer experiences, and using data to make choices, and how they affect how well a company does. By studying real examples and proof, the paper shows why it's crucial to get how customers act and what they need in today's fast business world. It ends by giving advice on how companies can go about being more customer-focused, stressing the importance of always coming up with new ideas, being able to change, and really caring about making customers happy. This work adds to what's already known about marketing and staying on top by giving a detailed view of how focusing on customers can help companies succeed in the digital age. KEYWORDS: Research Paper, Customer-Centric Marketing, Customer Experience, Data-Driven Marketing,

Impact of customer service on brand value and efficiency of a company’s marketing funnel

Customer service is a significant factor in creating brand value, however it is still poorly understood how it relates to customer behaviour and efficiency of a company’s marketing funnel. The paper attempts to examine this relationship within the Fintech industry. Methodologically, the study rests on the postulates of marketing theory on customer experience management and a company’s brand value co-creation. Among the research methods is primary data statistical processing through the A/B testing. Empirical data come from a Nigerian fintech company’s internal reports on customer behaviour and cover information collected by customer support. The A/B testing on a sample of 1,964 customers showed a 14.2% conversion in the test group provided with a tailored customer service, which is 3.96 percentage points in absolute terms, or 38.7% in relative terms, higher than in the control group with a conversion of 10.2%. Our experiment demonstrated a statistically significant difference (97.7%) between the groups, thus demonstrating the effectiveness of the targeted customer service in improving customer conversion metrics. The theoretical and practical findings confirm the hypothesis that customer service is a co-creator of brand value, and this impact can be utilized to enhance the efficiency of the company’s marketing funnel. The authors plan further research into the applicability of the methodology to customers in other countries and sectors.

Augmented and virtual reality in managing B2B customer experiences

Augmented reality (AR) and virtual reality (VR) are promising approaches that B2B companies consider to be part of their customer experience management. However, this area is largely unexplored academically, resulting in a lack of theory and practical guidance. Based on existing customer experience and AR/ VR literature, we anticipate that these technologies can expand touchpoints in the customer journey, enhancing the experiences of professionals involved in purchasing activities by providing them with empowerment and support. Consequently, we applied exploratory, theory-building research to identify and organize current industry practices into a coherent framework and theorize their role in shaping customer experiences. For example, current marketing use cases include project and product visualization, event-based engagement, remote support, and employee training, and are particularly employed in the early stages of the customer journey. We also identified several benefits related to branding, relationships, transactions, costs, and sustainability. The theoretical contribution of our study extends the current understanding of the role of AR and VR in B2B customer experience management. It provides practical insights for B2B marketing professionals on the strategic deployment of AR and VR technologies to enhance customer experiences based on real-world examples.

Experience management in hospitality and tourism: reflections and implications for future research

PurposeThis paper aims to provide a critical reflection on the management of experiences in hospitality and tourism (H&T). The paper investigates the evolution of experience research, while discussing the emerging challenges and opportunities for management.Design/methodology/approachThe study adopts a critical and reflective approach for providing future directions of experience research. Three major fields are identified to discuss advances, challenges and opportunities in experience research: conceptualization and dimensions of experiences; relational network for experience management; and theoretical and methodological approaches.FindingsThe paper proposes a mindset shift to guide experience research, but also to redirect and research thinking and managerial practices about the role of experiences in the economy and society. This proposed humanized perspective to experience research and management is deemed important given the contemporary socio-economic, environmental and technological challenges of the environment.Research limitations/implicationsThis paper identifies a set of theoretical and managerial implications to help scholars and professionals alike to implement the humanized perspective to experience research. Implications relate to conceptualization, relational network and theoretical and methodological approaches in experience research.Originality/valueThis study critically assesses research challenges and opportunities around customer experience management (CEM) in H&T contexts. This reflective and critical look at customer experiences not only informs future research for advancing knowledge and practice but also proposes a mindset shift about the role and nature of CEM in the society and economy.

How and when effective customer journeys drive brand loyalty: the role of consumer-brand identification

PurposeEffective customer journey design (ECJD) is considered a key variable in customer experience management and an essential source of brand meaning and pro-brand behavior. Although previous research has confirmed its importance for driving brand attitudes and loyalty, the role of consumer-brand identification as a social identity-based influence in this relationship has not yet been discussed. Drawing on construal level and social identity theories, this paper aims to investigate whether effective journeys and the resulting overall journey experience are equally powerful in driving brand loyalty among customers with different levels of consumer-brand identification.Design/methodology/approachThe present article develops and tests a research model using data from the European and US service sectors (N = 1,454) to investigate how and when ECJD affects service brand loyalty.FindingsAcross two cultural contexts, four service industries and 33 service brands, the results reveal that ECJD is a crucial driver of service brand loyalty for customers with low consumer-brand identification. Moreover, the findings show that different aspects of journey effectiveness positively impact the valence of customers’ experience related to those journeys – a process that is ultimately decisive for their brand loyalty.Originality/valueThis study is unique because it generates theoretical and practical knowledge by combining the literature streams of customer journey design, customer experience and branding. Furthermore, this work demonstrates that consumer-brand identification is a critical boundary condition to be considered in the relationship between ECJD and brand loyalty in services.

Experience-dominant logic: laying the groundwork for an experience-dominant view of firm practices in the marketplace

Purpose This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable insights for strategic managerial applications and future research directions. Design/methodology/approach Employing a qualitative approach by using eight selected product launch events from reviewed 100 event videos and 55 in-depth interviews with industrial managers to develop an Ex-D logic model, and data were coded and analysed via NVivo. Findings Results show that the firm’s Ex-D logic is operationalized as the mentalizing of the three types of customer needs (service competence, hedonic excitations and meaning making), the materializing of three types of customer experiences and customer journeys (service experience, hedonic experience and brand experience) and the moderating of three types of customer values (service values, hedonic values and brand values). Research limitations/implications This study has implications for adding new insights into existing theory on dominant logic and customer experience management and also offers actionable recommendations for managerial applications. Originality/value This study sheds light on the importance of Ex-D logic from a strategic point of view and provides an organic view of the firm. It distinguishes firm perspective from customer perspective, firm experience from customer experience and firm journey from consumer journey.

THE EVOLUTION OF QUALITY ASSURANCE AND SERVICE IMPROVEMENT IN SATELLITE TELECOMMUNICATIONS THROUGH ANALYTICS: A REVIEW OF INITIATIVES AND THEIR IMPACTS

Satellite telecommunications have undergone significant evolution, driven by the need for enhanced quality assurance and service improvement. This paper provides a comprehensive review of the initiatives undertaken in this field, focusing on the integration of analytics to achieve these objectives. Over the years, advancements in satellite technology have enabled the collection of vast amounts of data, presenting both challenges and opportunities. Leveraging analytics has emerged as a crucial strategy to extract actionable insights from this data, thereby enhancing quality assurance and service delivery. The review encompasses various aspects of quality assurance and service improvement in satellite telecommunications, including network performance monitoring, fault detection and resolution, capacity planning, and customer experience management. It examines how analytics techniques such as machine learning, predictive modeling, and anomaly detection have been applied to address specific challenges within each of these domains. Furthermore, the paper evaluates the impacts of these initiatives on the satellite telecommunications industry. By leveraging analytics, stakeholders have been able to optimize network operations, minimize downtime, and proactively address potential issues before they escalate. Additionally, improved service quality has led to enhanced customer satisfaction and retention, driving business growth and competitiveness in the market. Overall, this review underscores the transformative role of analytics in advancing quality assurance and service improvement in satellite telecommunications. It highlights the importance of continued innovation and investment in analytics-driven solutions to meet the evolving demands of the industry and deliver superior experiences to end-users.
 Keywords: Assurance, Analytics, Satellite, Telecommunication, Impacts, Review.

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

PurposeThis study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).Design/methodology/approachA theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.FindingsThis research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.Originality/valueThis current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.

A metrics-driven approach for customer experience management evaluation: the case of commercial banks in developing countries

PurposeCustomer experience management (CXM), which aims to achieve and maintain customers' long-term loyalty, has attracted the attention of many organizations. Improving customer experience management in organizations requires that, first, their relevant capabilities be evaluated. The present study aimed to offer a set of key performance indicators for evaluating customer experience management in commercial banks.Design/methodology/approachThe study, first, attempted to identify the components of evaluating customer experience management by reviewing the related literature and conducting interviews with experts. Then, the extracted components were transformed into assessable metrics using the goal question metric method, and the key performance indicators relevant to customer experience management in commercial banks were selected according to the experts' opinions and the Fuzzy Delphi method. FindingsAccording to the findings of the study, 21 key performance indicators were identified for customer experience management in commercial banks, and customer satisfaction, the mean number of calls to resolve an issue in customer journey touchpoints, the NPS, and the ratio of the budget allocated to the CXM department to the budget of the marketing department were found as the most significant performance indicator according to banking experts.Originality/valueThe present study was among the first research projects intended to evaluate CXM and offer key performance indicators that could help the managers of commercial banks assess the maturity levels of their CXM.

İLAÇ SEKTÖRÜNDE MÜŞTERİ DENEYİMİ YÖNETİMİ: BİR ROPÖRTAJ ÇALIŞMASI

The word of customer and its meaning has been evaluated to todays meaning since 1920s. In the begining the word of customer is used for who buys and pays for the products. Recently this meaning has changed into the service taker for whose personal and institutional needs are afforded by companies or personal. Customer experience management is important to stay alive and competitive in any sector. Addiotinally in supply chains also customer experience management is great opportunity to win a piece in the sectorial pie. 
 
 The pharmaceutical industry as being the 3rd greatest sector in the world, manufactures synthetic, herbal, animal and biological chemicals used for therapeutic, protective, and diagnostic purposes in human and veterinary medicine in accordance with pharmaceutical technology. The pharmaceutical industry has also particular importance with his value-added position and is critical with his capacity in production and trade volume in the world. In the globalizing world, the pharmaceutical sector has entered into rapid growth process in recent years, with the effect of both demographic changes and increases in life expectancy and increased access to health services.
 
 The logistics & transportations of pharmaceutical sector is very important and needs OTIF (on time in full delivery performance) results on high level which means that cost reduction in the meantime is very important for efficency.
 
 In this study an interview has been done with Özge Karataş(MSc) who is Business Intelligence and Customer Relations Senior Manager in pharmecuetical sector and has won a number awards in mentioned area and Olga Potaptseva who is in top 20 CX professional in the world. The questions of the interview and their experience in the sector will help us to understand importance customer relationship & expreince management in pharmecuetical sector

COMPONENTS OF SERVICE-DOMINANT LOGIC IN B2B MARKETING

Introduction. In the dynamic landscape of contemporary business, the traditional marketing concept undergoes critique due to its limitations concerning B2B interactions. The incongruity between theoretical developments and practical market needs has spurred the emergence of supplementary marketing disciplines, such as service marketing, relationship marketing, etc. The fragmentation of marketing theory has necessitated the formulation of a unifying paradigm that encompasses a multitude of aspects and challenges inherent to modern economics.
 Scholars S. Vargo and R. Lusch have proposed the concept of service-dominant logic as a unifying paradigm that emphasizes the central role of service, the concept of value, and co-creation as opposed to the mere exchange of products. In our view, within the debate regarding the role of service in marketing, attention should be directed toward the fundamental components of service-dominant logic, the role and influence of customers on value creation and service provision. Crucial questions include the alignment of market participants into networked structures (service ecosystems) and the search for sources of competitive advantage amidst rapid commoditization of almost any offering.
 The hypothesis of the scientific research consists in substantiating the prevalence of the service-dominant logic in B2B marketing compared to the traditional marketing concept and the decisive role of the customer experience as a source of competitive advantage.
 The purpose of the study is to examine the components of the service-dominant logic, to identify key distinctions from the traditional marketing paradigm, and to substantiate the significance of the customer experience in B2B marketing.
 The methodology of scientific research is general scientific research methods, including: induction and deduction, comparison, expert analysis, classification and description, evaluation grouping, and comparison methods.
 Conclusions and prospects for further research. Theoretical provisions of the service-dominant logic and its key distinctions from the traditional marketing paradigm were analyzed. The importance of the customer experience in B2B interactions was substantiated. Further research should focus on empirical validation and implementation issues of service logic, customer experience management and the principles of creation and functioning of service network structures.
 Keywords: service-dominant logic; customer experience; value co-creation; value proposition; resource integration; service ecosystem.

Evaluating Customer Experience Management in the Insurance Industry - Empirical Studies of Company and Customer Perspectives

Customer experience management has become a widely discussed topic within the insurance industry, with a growing number of insurers adopting the customer-oriented management approach to meet the challenges of today’s highly competitive market. As research and practice lack a comprehensive understanding of both the company and customer perspectives, this article contrasts insurers’ current efforts regarding the management approach with customers’ perceptions of their experiences. The results of an online survey among insurance companies show that insurers are in the midst of implementing the management approach, evaluating ist success using customer satisfaction and loyalty indicators. The proposed four-stage maturity model, which is developed on the basis of the survey data, can serve insurers as a decision-making tool to prioritize investments and activities regarding customer experience management. In a second online survey, insurance customers evaluate their experiences with their insurance provider. Structural equation modeling reveals that an effective customer journey design positively affects customer satisfaction and subsequently customer loyalty.

Digital transformation: An empirical analysis of operational efficiency, customer experience, and competitive advantage in Jordanian Islamic banks

This research aims to investigate the impact of digital transformation on the operational efficiency, customer experience, competitive advantage, organizational performance, and risk management in Jordanian Islamic banks. A descriptive analytical method was used, collecting primary data from a survey of 68 employees across four Islamic banks. Statistical tools, including linear regression and correlation, were used for data analysis and hypothesis testing. The findings revealed that digital transformation significantly influences the operational efficiency, competitive advantage, customer experience, organizational performance, and risk management of Islamic banks at a significance level of α ≤ 0.05. While digital transformation generally enhanced operational outcomes and customer experience, it also increased exposure to risks such as electronic attacks, fraud, and privacy concerns. The results highlight the importance of integrating digital transformation in Islamic banking while employing robust risk management strategies. These findings provide insights for policymakers, bank managers, and researchers in formulating strategic initiatives for digital transformation in the banking sector. The research contributes to the literature by focusing on the role of digital transformation in Islamic banking, a less-explored area in academic studies. This research also presents valuable implications for practice, specifically for banks and regulators to balance the potential of digital transformation with the associated risks.

ПОВЕДЕНИЕ ПОТРЕБИТЕЛЕЙ 2020-2023: ВЫЗОВЫ И ВОЗМОЖНОСТИ

The article provides a comprehensive literature review on the topic of consumer behavior, covering both the fields of economic theory and marketing. Key concepts that remain relevant cur-rently are characterized by the author. Descriptive analytics are presented in the article to analyze the behavioral features of modern American, European, Russian, and Belarusian consumers. Relevant behavioral reasons and factors are outlined for 2020-2023. The peculiarities of behavior during COVID-19 and in the post-pandemic period are given particular attention. The article is based on research conducted by Adobe, Econsultancy, Gartner, Mckinsey, Data Insight, Better, Business Re-search Insights, eMarketer, Satio, Tiburon Research. The article presents the results of a survey of specialists from Belarusian companies conducted with the participation of the author based on the results of their work in 2022-2023, who noted the desire of their clients to save money, switch to cheaper analogues of products or services, and refuse to purchase. According to the respondents, customers also begun to place increased demands on products and services, move to online chan-nels, and engage in more active dialogue with companies on social networks. A small portion of clients demonstrated a desire for conscious consumption. The following measures were noted as response by Belarusian companies: strengthening SMM strategies and tactics, using data marketing, increasing the effectiveness of multichannel video and engagement marketing. The article also pays attention to describing key trends in the behavior of Russian consumers - the desire to save money, switching to local brands, going online. The identified changes and patterns have made it possible to establish several promising areas of marketing based on digitalization and customer experience management.

СТАН ВИКОРИСТАННЯ ІНСТРУМЕНТІВ ЕКОНОМІЧНОГО ЗАХИСТУ ПІДПРИЄМСТВ В УМОВАХ МІЖНАРОДНОЇ ДІЯЛЬНОСТІ

In order to study the position of use of tools of economic protection of enterprises in the conditions of international activity, the article forms a sequence that provides for the appropriate order of analysis, starting from the study of world trends (studying the tools of economic protection of enterprises; identifying trends in their use in the context of international activity), supplementing them with statistical analysis at the level of state and interstate processes (analysis of statistical data characterizing the use of economic protection tools by domestic enterprises) and, concluding with the study of the practice of economic protection of enterprises (identification of the sphere of economic protection of the enterprise, advantages and disadvantages of the application of economic protection tools on the example of «Ukrtelecom» PJSC, etc.). The results indicate a change in priorities in the use of global tools for economic protection of the enterprise from tools that provide protection of strategy and corporate finance (strategic planning; statements of purpose, mission and vision; balanced scorecard, etc.) to tools of digital and information protection (customer experience management, digital transformation). Statistical studies of the consequences of economic crimes at enterprises in 2020-2022 proved the reduction of the work of the Economic Security Bureau during the period of martial law and the actualization of social, financial, macroeconomic threats and threats to food security. In the process of microeconomic analysis, the tools of economic protection of «Ukrtelecom» PJSC were investigated, which were grouped according to the priority directions of the enterprise's operation, and their advantages and disadvantages were indicated. Among the main advantages of tools of economic protection, we can mention the presence of fast feedback in the process of client interaction. As for the shortcomings, most of the information protection tools of «Ukrtelecom» PJSC increase the expenditure part of the company's budget, because they require monitoring and updating.

Impact of digitalisation on customer experience management in retail banking

Impact of digitalisation on customer experience management in retail banking

Validation of the Customer Experience Model of Iran Telecommunication Company from Commercial Sales Towards their Retention

Objective: The purpose of this research is to validate the customer experience model of Iran Telecommunication Company in commercial sales towards their retention. Methodology: This study was applied in objective and quantitative in execution with a structural modeling approach. The population in this part of the research included all commercial sales customers of the Telecommunications of Qom province, numbering 1700 individuals. The sample size was determined to be 315 individuals using Morgan's table and was selected through convenience sampling. The research instrument was a researcher-made questionnaire. The questionnaire's questions and statements were developed using the research literature, theoretical foundations, and the results of the qualitative study, whose face and content validity was confirmed by experts, and its reliability was obtained with a Cronbach's alpha method of 0.961. The data were analyzed using the structural equation modeling method in SMART PLS software. Findings: The findings of this research showed that the evolutionary organizational structural model has 19 sub-components within seven prerequisite components of customer experience management, measurement and analysis of customer experiences, service experience, value creation, marketing mix, brand image, and support activities, all of which fit well and all variables obtained can be considered in designing the final model. The effectiveness of each variable was discussed and analyzed in terms of their existence. The results indicated that the prerequisites of customer experience management, measurement and analysis of customer experiences, service experience, value creation, marketing mix, brand image, and support activities were significant in the research model. Conclusion: The results showed that the customer experience model of Iran Telecommunication Company in commercial sales towards their retention is valid.

고객경험관리를 위한 접점에 대한 고찰 :Peak-end Rule과 Zone of Tolerance를 중심으로

고객경험관리를 위한 접점에 대한 고찰 :Peak-end Rule과 Zone of Tolerance를 중심으로

CUSTOMER EXPERIENCE MANAGEMENT: THE KEY TO THE SUSTAINABLE DEVELOPMENT OF ORGANIZATION

The article explores the importance of customized customer interaction management for personalizing their experience in real time through understanding their needs and using reflective innovative tools, in particular, a manifestation of cognitive marketing – neuromarketing. The key stages of effective customer experience management are highlighted, including understanding customer needs, providing a consistent experience, using technology and continuous improvement based on feedback, and customer experience management tools such as CRM systems, experience evaluation and the use of social media as a platform for the influence of a brand that takes on the role of a full-fledged influencer. The article also discusses the difference between conducting marketing research from the point of view of traditional marketing and cognitive marketing. The main aspects of comparison were communication, attention, persuasion, repetition (reminder) and self-report. Data have been presented regarding the increase in willingness to purchase goods under the influence of neuromarketing technologies.

GraphEx: visualizing and managing customer experience in its multidimensionality

PurposeCustomer experience has become a vital premise in service theory and practice. Despite researchers' and managers' growing interest, the customer experience remains a complex and multidimensional concept that is challenging for service providers to understand. This study aims to graph the experience in its multidimensionality by categorizing and proposing matching practices for service marketing managers to channel and foster customer experiences in customer journeys.Design/methodology/approachTo support the predominantly conceptual nature of the study, an abductive approach underpinned by the authors' vast experience in academia and practice, real-life autohermeneutic phenomenological experience tales and theory on customer experience and its management by providers is deployed to craft a model that addresses and highlights the multidimensionality of experience.FindingsThis study introduces the “GraphEx” (Graph Experience) hip-pocket model, which expresses customer experience in a simple yet multidimensional fashion and offers managerial practices to foster the customer's experience. The model contains three dimensions (valence, type of experience and visceral intensity) and five managerial practices (urgent patchwork, restoring, activating and stimulating desire, bolstering and safeguarding appreciation).Originality/valueThis study contributes to the service literature by creating granularity in the multidimensionality of customer experience. This study advances customer experience management in practice by providing service managers with novel possibilities for understanding and managing customer experiences intelligently. This can help service providers streamline and innovate customer experience strategies during customer journeys and foster customer loyalty.