Strategies for the digital customer experience : connecting customers with brands in the phygital age / Wided Batat.

Format:

Book

Author/Creator:

Batat, Wided, author.

Contributor:

Edward Elgar Publishing, publisher.

Series:

New horizons in marketing series.

New horizons in marketing series

Language:

English

Subjects (All):

Electronic commerce.

Electronic commerce--Law and legislation.

Physical Description:

1 online resource (xiv, 258 pages) : illustrations.

Place of Publication:

Northampton, MA : Edward Elgar Publishing, [2022]

Summary:

"Offering a critical approach to digital marketing strategies, this innovative book introduces the 'phygital', a new ecosystem that creates a continuum between physical and digital settings to aid the design of successful customer experiences. Combining theory with practical case studies, it provides a timely prediction of the evolution of customer experience and effective means of brand communication in an increasingly phygital era. Delineating how digital and physical experiences differ, this book characterizes the role of digital, AI, and extended reality technologies in creating successful and engaging phygital experiences and the customer values they engender. Chapters identify the underlying mechanisms for designing a compelling phygital customer experience and how it is enhanced by digital tools, devices, immersive technologies, chatbots, AI, and robotics. The book concludes by addressing how these technologies can help businesses create the ultimate brand experience in a phygital-driven context by rethinking their strategies and tools."-- Publisher's website.

Contents:

Introduction to "Strategies for the digital customer experience."

Part I. Customer experience in physical, digital, and phygital settings: 1. Customer experience : the new holy grail for businesses

2. When customer experience encounters digital technologies

3. How does phygital humanize customer experience and create a continuum linking physical and digital settings?

Part II. Digital devices and tools to get phygital with customers: 4. Phygital customer experience strategy enabled by extended reality technology (ERT)

5. Phygital customer experience strategy enabled by robotics and artificial intelligence (AI)

6. Phygital customer experience strategy enabled by the internet of things (IoT) and connected objects

7. Phygital customer experience strategy enabled by gamification

8. Phygital customer experience strategy enabled by online 3-D printing platforms.

Part III. Strategies for successful phygital customer experience design: 9. The death of the traditional marketing mix (7Ps) and the rise of the experiential marketing mix (7Es)

10. Immersive research methods to study customer experience in the phygital era : from big data to "smart data"

11. Experiential design thinking (EXDT) : a new tool to create innovative phygital experiences for consumer well-being

12. A holistic disruption strategy to create unique customer experiences in the phygital era

Concluding remarks.

Notes:

Includes bibliographical references (pages 244-256) and index.

Description based on print version record.

Other Format:

Print version: Batat, Wided. Strategies for the digital customer experience

ISBN:

9781800371897