Customer journey travel technology3/16/2024 ![]() ![]() Summary of insights from the literature review In discussing the results, we determine which technologies are related to each use case and provide practical examples, contributing to the formulation of a digital strategy that focuses on the development of CX capabilities. The focus is on three main themes identified in the literature review: how technology can map, enable, and monitor the journey. In the next section, we discuss the interface between the CJ and technology, including open questions relevant to the theme. The summary of insights will be relevant to organizations engaged in customer-centric digital transformation by helping them to develop a clear view on the drivers for technology usage in CJ. It extracts valuable insights from 33 unique CJ-focussed articles that directly cite technology, the context used, the enabler technologies, and their role on CJ management. The present research study summarizes the results of a literature review to identify how IT and digital assets can be effectively used in CJ efforts by organizations. Although a vast majority of CJ research cites technology broadly (as in Hamilton et al., 2020 Nam & Kannan, 2020)or specifically (as in Graves et al., 2019 McColl-Kennedy et al., 2019 Campbell et al., 2020), the literature still lacks a practical information systems approach that could handle the emerging CJ challenges currently amplified by Covid-19. ![]() A recent study around methodology used on 143 CX research papers revealed that they rely on surveys (31.15%) and conceptual models (20.28%), with very few practical implications (De Keyser et al., 2020). ![]() Moreover, firms expect from technology a 360º view of the purchase stages in order to identify which stage of the journey each customer is on, with all the many variables involved, thereby creating abstract and unrealistic expectations (Davis et al., 2019).Īcademic and business literature has explored CJ and CX topics through a myriad of use cases within marketing and service research perspectives. CJ mapping is the first step toward improving the TX by identifying how their CX currently looks and where it can be improved.Ī global Gartner research assessing companies that have mapped their CJ revealed that for 54% of them, their artifacts became wall art, as they failed to create digital services and IT developments that improved customer experience (Chiu & Daigler, 2019a). Organizations need a Total Experience (TX) strategy to continuously enhance their Customer Experience (CX) and Employee Experience (EX), especially while these interactions become more digital, mobile, and distributed (Wong et al., 2021). The restrictions imposed by the Covid-19 pandemic have impacted the Consumer Journey (CJ), pushing organizations to quickly adapt by embedding digital-led experiences to overcome limitations on even simple activities, such as going out to a grocery store or dining in a restaurant (Diebner et al., 2020). A recent study estimated that 55% of organizations with high digital maturity focus on digital transformation to create a unified customer experience (Gurumurthy et al., 2020). Under this reality, organizations rely on a digital transformation to enable customer-centricity and improve customer experience (Columbus, 2020). As societies and markets are being continually transformed by digital technologies, the workaround where the customer is found has become complex, going through multiple ordering channels, interactions, advertisements, and influences, with a mixture of both physical and digital touchpoints. ![]()
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