6533b821fe1ef96bd127bfbb
RESEARCH PRODUCT
Customer data collection infrastructure and Customer Experience Management:The SAQ Case Study
Sabrina Hombourger-barèssubject
Customer data collection infrastructureLongitudinal case studyHiérarchie de ressources opérantesCustomer Experience ManagementHierarchical operant resources[SHS.GESTION]Humanities and Social Sciences/Business administrationProgramme de reconnaissance clientEtude de cas longitudinaleAgile methodsGestion de l’expérience clientMéthodes agiles[SHS.GESTION] Humanities and Social Sciences/Business administrationdescription
Channel integration makes Customer Experience Management more complex and requires from retailers a regeneration of their value proposition. A longitudinal case study reveal a hierarchical sequence of operant resource triad: cultural mindsets, strategic directions for designing value propositions, and a dynamic system of capabilities for continually renewing customer experiences. The implementation of a customer data collection infrastructure, the adoption of an iterative and sequential innovation process, and the mobilization of cross-functional and multidisciplinary project teams, will help develop the firm’s dynamic system of capabilities.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2017-10-12 |