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 language | English |
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Peer-reviewed scientific journal | Journal of Business Research |
Volume | 116 |
Pages (from-to) | 356-365 |
Number of pages | 10 |
ISSN | 0148-2963 |
DOIs | |
Publication status | Published - 06.02.2020 |
MoE publication type | A1 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)
- AoS: Competition economics and service strategy - Service and customer-oriented management