TY - JOUR
T1 - Customer experience management in the age of big data analytics
T2 - A strategic framework
AU - Holmlund, Maria
AU - Van Vaerenbergh, Yves
AU - Ciuchita, Robert
AU - Ravald, Annika
AU - Sarantopoulos, Panagiotis
AU - Villarroel Ordenes, Francisco
AU - Zaki, Mohamed
PY - 2020/2/6
Y1 - 2020/2/6
N2 - 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.
AB - 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.
KW - 512 Business and Management
KW - Customer experience
KW - Customer experience management
KW - Customer experience insight
KW - Big data analytics
KW - Customers and Relations
UR - http://www.scopus.com/inward/record.url?scp=85079057761&partnerID=8YFLogxK
UR - https://www.sciencedirect.com/science/article/pii/S0148296320300345?dgcid=rss_sd_all&utm_source=researcher_app&utm_medium=referral&utm_campaign=RESR_MRKT_Researcher_inbound
UR - http://www.mendeley.com/catalogue/customer-experience-management-age-big-data-analytics-strategic-framework
U2 - 10.1016/j.jbusres.2020.01.022
DO - 10.1016/j.jbusres.2020.01.022
M3 - Article
SN - 0148-2963
VL - 116
SP - 356
EP - 365
JO - Journal of Business Research
JF - Journal of Business Research
ER -
