Enriching the customer experience: An innovative approach is needed

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The weakening effect of branded advertising has prompted many firms to focus more on the whole customer experience. Appropriate emphasis on key areas and engaging in a co-creation process with customers and partner firms can help generate memorable customer experiences and a positive subsequent impact on purchase behavior and loyalty.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2019), "Enriching the customer experience: An innovative approach is needed", Strategic Direction, Vol. 35 No. 8, pp. 11-13. https://doi.org/10.1108/SD-05-2019-0095