Complexity of Creating Customer Experience under the Influence of Digital Transformation

Iva Gregurec – University of Zagreb, Faculty of Organization and Informatics, Pavlinska 2 Varaždin, Croatia

Lucija Tomašek – Ministry of Physical Planning, Construction and State Assets, Republike Austrije 20 Zagreb, Croatia

Larisa Hrustek – University of Zagreb, Faculty of Organization and informatics, Pavlinska 2 Varaždin, Croatia

7th International Scientific-Business Conference – LIMEN 2021 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Online/virtual, December 16, 2021, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-53-0, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2021

Abstract

In a digital context, the customer experience represents a com­plex field of competition for companies in the process of retaining loyal and attracting new customers. The digital transformation paradigm, in the tech­nological and business aspect, should create value for the customer and in­crease the customer experience easier. However, challenges such as dynamic market changes and disruptions leading to increasingly complex customer requirements, make customer journey management a critical field for com­panies. This paper presents a preliminary review and provides insight into the problems of building loyalty and increasing customer experience un­der the influence of digital technologies. The recognized problems, accord­ing to secondary data, indicates that the potential of customer experience management with the help of digital technologies was not achieved. In this paper, recommendations for the elimination of mentioned problems were defined and how usage of digital technologies can contribute to building loyalty through analysis, monitoring, and support of customer journey.

LIMEN Conference

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