For years, customer experience has been a battleground for brands in all sectors. Engagement, inspiration, personalization, co-creation are the key words related to the concept of experience that are now being discussed in business, academic research and professional practice.
In 2018, the authors coined the term and proprietary model Signature Customer Experience to identify the holistic, unique, signature approach to brand values and style that orchestrates the relationship between customer and brand across human, physical and digital touchpoints. No one could have imagined that such an approach would be challenged by the advent of the Covid-19 pandemic, which has forced companies to engage with consumers in new contactless ways by accelerating digitization, radically changing the priorities and governance of digital touchpoints, but also severely impacting physical and in-store interaction modes. This transformative scenario was analyzed in 2021 in the second book of the series entitled Contactless Signature Experience.
This publication is the third contribution on the topic of Signature Experience, where the term contactless is replaced by augmented to indicate a synthesis between people, data and technologies to offer customers augmented experiences, that is, enabled by the “superpowers” that Artificial Intelligence and new technologies offer brands, their touchpoints, but also the physical people in the store and in the company. The book is enriched by contributions and conversations with numerous business leaders, practitioners, and specialists on the subject, key insights that give the book the strength and concreteness needed to inspire readers.
Publisher: Egea
Publication date: January 2024
ISBN: 9788823839618
Pages: 272
Format: paper, ebook, DigitaBook
For more information, and to purchase this book, click here
For more information about the series go to www.signatureexperience.it
Strategic innovation in the digital era will improve the ability of any decision-maker, including those with limited knowledge of data analysis, to make informed decisions using data.
A journey through the digital revolution to learn how to capitalize on these enhancing technologies to gain competitive advantage in existing and new markets.
Ottimizzare la gestione di un ampio portafoglio clienti attraverso l’uso intelligente di diverse tipologie di dati, algoritmi, sistemi di CRM e sistemi di monitoraggio.
