Customer experience management in the age of big data analytics: A strategic framework

Maria Holmlund, Yves Van Vaerenbergh, Robert Ciuchita, Annika Ravald, Panagiotis Sarantopoulos, Francisco Villarroel Ordenes, Mohamed Zaki

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Customer experience (CX) has emerged as a sustainable source of competitive differentiation. Recent developments in big data analytics (BDA) have exposed possibilities to unlock customer insights for customer experience management (CXM). Research at the intersection of these two fields is scarce and there is a need for conceptual work that (1) provides an overview of opportunities to use BDA for CXM and (2) guides management practice and future research. The purpose of this paper is therefore to develop a strategic framework for CXM based on CX insights resulting from BDA. Our conceptualisation is comprehensive and is particularly relevant for researchers and practitioners who are less familiar with the potential of BDA for CXM. For managers, we provide a step-by-step guide on how to kick-start or implement our strategic framework. For researchers, we propose some opportunities for future studies in this promising research area.

Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Number of pages10
ISSN0148-2963
DOIs
Publication statusPublished - 06.02.2020
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • Customer experience
  • Customer experience management
  • Customer experience insight
  • Big data analytics
  • Customers and Relations

Areas of Strength and Areas of High Potential (AoS and AoHP) MANDATORY FIELD

  • AoS: Competition economics and service strategy - Service and customer-oriented management

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