| 期刊全稱 | Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces | | 期刊簡稱 | Proceedings of the 2 | | 影響因子2023 | Nina Krey,Patricia Rossi | | 視頻video | http://file.papertrans.cn/190/189985/189985.mp4 | | 發(fā)行地址 | Explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience.Features cutting-edge research based on theory and rigorous | | 學科分類 | Developments in Marketing Science: Proceedings of the Academy of Marketing Science | | 圖書封面 |  | | 影響因子 | .“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”? ..Jeff Bezos, Founder and CEO of Amazon.com.This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers | | Pindex | Conference proceedings 2018 |
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