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

Accepted version
Peer-reviewed

Type

Article

Change log

Authors

Holmlund, M 
Van Vaerenbergh, Y 
Ciuchita, R 
Ravald, A 
Sarantopoulos, P 

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 we are in need of 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 conceptualization 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.

Description

Keywords

Customer experience, Customer experience management, Customer experience insight, Big data analytics

Journal Title

Journal of Business Research

Conference Name

Journal ISSN

0148-2963
1873-7978

Volume Title

116

Publisher

Elsevier BV