Strategies for the Digital Customer Experience

Connecting Customers with Brands in the Phygital Age

AvWided Batat

Inbunden, Engelska, 2022

Del i serien New Horizons in Marketing series

1 727 kr

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Beskrivning

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.Providing new market research tools and frameworks to better understand digital transformation, this book will prove vital to practitioners, students, and marketing scholars. Advising how to design compelling customer experiences that connect physical and digital settings, it will also prove a valuable resource to a vast range of businesses and consultants.

Produktinformation

Utgivningsdatum:2022-05-06
Mått:156 x 234 x undefined mm
Format:Inbunden
Språk:Engelska
Serie:New Horizons in Marketing series
Förlag:Edward Elgar Publishing Ltd
ISBN:9781800371880

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Mer om författaren

Wided Batat, Professor of Marketing, Keynote Speaker and Entrepreneur

Recensioner i media

'A must read for anyone interested in understanding the present and the future of the digital customer experience. With an eye on new technologies and experiential marketing, Dr. Batat provides compelling arguments and frameworks to understand the “phygital” experience, a third reality of the customer experience.'

Innehållsförteckning

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 extendedreality 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 References Index