Search results

This paper aims to analyze the concept of customer experience in the marketing literature, identify its dimensions and applications in retail companies and integrate it with the concepts of touchpoints and consumer journey; some correlated concepts, such as customer delight and engagement, are also clarified, and an example of best practice customer experience management, using the beauty product company Sephora as a reference is provided.

The case analysis was based on an examination of available public documents, such as press articles, case studies and the content of beauty blogs and social media (Facebook and YouTube) from 2014 to 2017; Sephora’s social media communities (Beauty Talk, The Glossy and Sephora TV); the company’s website and mobile application; and physical stores and Sephora Flash (a mix of a physical and digital store).

Four categories emerged from the analysis, namely, to provide an enhanced omni-channel shopping experience, to reward loyalty and to bond with customers, to promote social shopping experiences and to delight customers.

The study results provide retail managers important insights for maximizing customer experience across different touchpoints and throughout the whole journey to increase customer engagement and loyalty.

The paper provides clear theoretical and practical basis for customer experience management, based on an analysis of the concepts of customer experience, delight and engagement, as well as a case analysis of a company that excels in this area.

Against the changing perceptions of the nature of the customer experience in museums, this article seeks to explore aspects of the total customer experience in museums, initially through two simple case studies, and subsequently by identifying some of the factors that might influence the customer experience. A methodology using walk‐through audits is proposed for monitoring the total customer experience. This methodology has the following stages: building a typical customer profile, designing walk through audit frames, executing audit frames, analysing the data from frames, introducing any recommended changes to the strategic plan, and modifying frames to reflect changes. This methodology offers an important approach to the evaluation of the total customer experience, which encompasses consideration of the way in which the variety of individual service exchanges come together to provide an integrated experience.

The purpose of this paper is to explain the relationships and the meaning of the customer experience management approach, which involves manufacturing and fabrication influenced by human kansei with respect to the management of technology (MOT).

Four cases of experience value creation from earlier work are presented. An interview was held with the product manager of each product or CEO of each company. According to the interview, the paper analyses experience values of four cases based on the five modules.

As a result of analyzing INAX “SATIS”, NISSAN “X‐TRAIL”, Canvas Bag by “Ichizawa Hampu” and Albirex Niigata from the viewpoint of the creation of customer experiences, it was found that each of them has high standards for all values of SENSE, FEEL, THINK, ACT and RELATE, meaning that they are like an ensemble of customer experiences. They create not only functional benefit but also customer experiences by the MOT approach.

This paper explains the relationships and the meaning of the customer experience management approach, which involves manufacturing and fabrication influenced by human kansei with respect to the Management of Technology (MOT) and will be of interest to those involved in that field.

This study examines how chatbots could improve the client experience in the banking sector. Due to their quick and effective customer service, chatbots are becoming more and more popular, but it is still unknown whether they can improve the customer experience. In order to gather data from a simple random sample of Palestinian banking clients in the Gaza Strip, a survey was conducted utilizing the explanatory technique. To test hypotheses, data collected from 337 individuals was evaluated using simple regression analysis. According to the results, chatbots may enhance the customer experience by offering 24/7 availability, prompt support, and customized replies. However, issues with data privacy, lack of human interaction, and chatbot accuracy were also noted. The study comes to the conclusion that chatbots may be an effective tool for increasing customer experience in the banking sector, but their design, deployment, and interaction with current customer service channels must be carefully considered. This study significantly adds to the body of knowledge on chatbots and their potential influence on customer experience. The study offers useful insights into the particular difficulties and potential of employing chatbots in a highly regulated and customer-focused industry by concentrating exclusively on the banking sector. The results show that chatbot implementation in banking needs to be approached thoughtfully and strategically to maximize their potential for improving customer experience while limiting any possible downsides.

Seeks to explore aspects of the total customer experience in libraries, initially through three simple case studies, and subsequently by identifying some of the factors that might influence the customer experience. Proposes a methodology using walk‐through audits for monitoring total customer experience.

The purpose of this paper is to focus on the evolving field of hybrid services within the customer service domain. The distinguishing characteristic of hybrid services is its rapid advancements and intersection of technology innovations mixed with customer service approaches.

Extensive research and analysis has identified numerous models to measure service quality and most of these models are derived from the SERVQUAL. Since SERVQUAL is not clearly focused to analyze the customer’s experience, the authors have used mixed methods of data collection. The two sources of data are both primary and secondary data. Primary source of research is semi-structured feedback with key operations manager and front line employees involved in the business process outsourcing industry. Secondary source of data is based on case studies of organizations engaged in information technology and ecommerce.

In this study, the author suggests multivariate hybrid pathways to streamline and deliver exceptional customer experience, which enhances the customer retention and firm’s competitive advantage. This study emphasizes on the imminent growth of hybrid services within the customer service domain. The distinguishing characteristic of hybrid services is its rapid advancements and intersection of technology innovations mixed with customer service approaches. The customers’ interactions with a firm are gaining proportional complexity due to the intercourse of human and technology interactions.

This study integrates the diverging but distinct pathways that influence customer experience. The study is centralized on the theme that there is a progressive dependence of human interactions with technological developments. It highlights the advent of new digital technologies that are the catalyst for personalized customer experiences.

This paper aims to consider how customer experience can be used by wineries to enrich their value proposition and improve their competitive advantage.

Qualitative research, using a semi-structured interview approach, was conducted on four small sized wineries located in the Bolgheri area (Tuscany, Italy). This study was based on the theoretical model of Pine and Gilmore.

All the wineries in the sample are committed to enriching wine – the tangible product. They focus on customer experience to make the process unique and meaningful. They seek to provide a rich experience, but have chosen one experience dimension to create a specific identity for themselves. It is evident, based on interviews and online reviews, that the customers appreciate the efforts of the wineries.

This study can be further developed, using dimensions such as brand awareness and by building a larger sample, to understand how wineries can further improve their value proposition.

The adoption of marketing experience requires flawless execution of the experiences, starting from first employee-customer interaction. For this reason, it is essential for companies to invest in the training and development of their employees, who represent the experiential offer, and act as the link between the internal and external world. It is also important to identify new trends and be proactive.

Very few studies in the literature focus on customer experience in wine sector.

Describes how companies can make managing the emotional expectations of customers the frontier of the customer‐focused enterprise.

Customer experiences have emotional characteristics that companies historically haven't been good at delivering. The customer experience is more than an analysis of hard metrics about speed, availability and information. These performance measures are critical, but real progress in shaping the customer experience comes from addressing the emotional aspects of their interactions.

The key to success is to fully understand the customers' needs and expectations. By doing so, companies can identify what the most important interactions are – key “moments of truth” – and prioritize delivery on these interactions.

By employing a customer experience framework to prioritize resources according to the impact of particular customer interactions, paying particular attention to emotional experiences, companies can build achievable operational models that create customer advocates.

Best‐in‐class companies understand the entire customer experience and use a Customer‐Focused Enterprise model to foster customer advocates while deploying resources effectively and efficiently. The six characteristics of the CFE are: customer authority, customer dialog, integrated execution, solution experience, human performance and customer focused organization.

Artificial intelligence (AI) is shaping the future of the marketing world. This study is the first to examine the effect of AI marketing efforts, brand experience (BE) and brand preference (BP) in light of the stimulus-organism-response (SOR) model.

The data collected from 398 participants by the questionnaire method were analyzed by SEM (structural equation modeling) using Smart PLS 4.0 and IBM SPSS 26 programs.

We find that four SOR elements of AI marketing efforts (information, interactivity, accessibility and personalization) positively impact bank customer BE, BP and repurchase intention (RPI). Further, we find that BE plays a mediator role in the relationship between AI marketing efforts, RPI and BP.

The findings of the study have significant implications for the bank marketing literature and the banking industry, given the limited evidence to date regarding AI marketing efforts and bank–customer relationships. Moreover, the study makes important contributions to the AI marketing and brand literature and helps banks increase customer experience with artificial intelligence activities and create long-term relationships with customers.

This research is the first to use bibliometric analysis to provide insight into the landscape and forecast the future of customer experience research in the banking sector.

We used bibliographic coupling and co-word analysis to delineate the existing knowledge structure after reviewing 338 articles from the Web of Science database.

The bibliographic coupling analysis revealed five key clusters: customer engagement and experience in digital banking; customer experience and service management; customer experience and market resilience; digital transformation and customer experience; and digital technology and customer experience—each representing a significant strand of current research. In addition, the co-word analysis revealed four emerging themes: customer experience through AI and blockchain, digital evolution in banking, experience-driven ecosystems for customer satisfaction, and trust-based holistic banking experience.

These findings not only sketch an overview of the current research domain but also hint at emerging areas ideal for scholarly investigation. While highlighting the industry’s rapid adaptation to technological advances, this study calls for more integrative research to unravel the complexities of customer experience in the evolving digital banking ecosystem.

This review presents a novel state-of-the-art analysis of customer banking experience research by employing a science mapping via bibliometric analysis to unveil the knowledge and temporal structure.