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.

Customer experience management in the age of big data analytics: A strategic framework / Holmlund, M.; Van Vaerenbergh, Y.; Ciuchita, R.; Ravald, A.; Sarantopoulos, P.; VILLARROEL ORDENES, FRANCISCO JAVIER; Zaki, M.. - In: JOURNAL OF BUSINESS RESEARCH. - ISSN 0148-2963. - 116:AUGUST(2020), pp. 356-365. [10.1016/j.jbusres.2020.01.022]

Customer experience management in the age of big data analytics: A strategic framework

VILLARROEL ORDENES, FRANCISCO JAVIER
;
2020

Abstract

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.
Big data analytics; Customer experience; Customer experience insight; Customer experience management
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11385/196945
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