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

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.

Citation

Mele, C. and Russo-Spena, T. (2022), "The architecture of the phygital customer journey: a dynamic interplay between systems of insights and systems of engagement", European Journal of Marketing, Vol. 56 No. 1, pp. 72-91. https://doi.org/10.1108/EJM-04-2019-0308