Wided Batat, Professor of Marketing, Keynote Speaker and Entrepreneur

'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.'

• 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

Wided Batat, Professor of Marketing, Keynote Speaker and Entrepreneur

'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.'

• 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

Wided Batat, Professor of Marketing, Keynote Speaker and Entrepreneur

'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.'

• 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