Purpose: This paper aims to focus on how companies shape the architecture of a phygital customer journey through the exploitation of smart technologies. Design/methodology/approach: The research adopts a qualitative method using a grounded theory approach involving leading players in digital customer solutions and service providers from different industries. Findings: The shaping of the architecture of the phygital customer journey comes from the interplay between systems of insights and systems of engagement activated by multiple customer-provider interactions in an entanglement of physical and digital contexts. Practical implications: Companies need to design a blended approach to bridge disconnected contexts, capture new opportunities and provide customer engagement along the entire journey. Originality/value: This study depicts the “phygital customer journey” under systems of insights and systems of engagement: These systems operate as dynamic architectures to capture insights and engage customers.

The architecture of the phygital customer journey: a dynamic interplay between systems of insights and systems of engagement

Mele C.;Russo Spena T.
2022

Abstract

Purpose: This paper aims to focus on how companies shape the architecture of a phygital customer journey through the exploitation of smart technologies. Design/methodology/approach: The research adopts a qualitative method using a grounded theory approach involving leading players in digital customer solutions and service providers from different industries. Findings: The shaping of the architecture of the phygital customer journey comes from the interplay between systems of insights and systems of engagement activated by multiple customer-provider interactions in an entanglement of physical and digital contexts. Practical implications: Companies need to design a blended approach to bridge disconnected contexts, capture new opportunities and provide customer engagement along the entire journey. Originality/value: This study depicts the “phygital customer journey” under systems of insights and systems of engagement: These systems operate as dynamic architectures to capture insights and engage customers.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11588/882533
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