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Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces (Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference) by Krey, Nina; Rossi, Patricia is a scholarly article available to read on EtoBox.

What is Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces (Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference) about?

"We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better." Jeff Bezos, Founder and CEO of Amazon.com This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and

Author

Krey, Nina; Rossi, Patricia

Publisher

Springer International Publishing Imprint,Springer

Published

2018

Language

EN

ISBN

9783319991818