Professors Marlé van Eyk and Felix Amoah
In today's competitive landscape, customer experience (CX) has become a key differentiator, requiring organisations to deliver personalised, memorable interactions through both traditional and AI-enhanced strategies, balancing technology with a human touch to cultivate strong relationships and drive sustainable growth.
While no single definition of CX exists, Bruce, Krolikowska, and Rooney (2023) define it as a customer's accumulated response to an organisation's interactions.
Understanding this evolving concept is essential, as CX encompasses cognitive, emotional, behavioural, and social responses to various stimuli, which can vary across different demographics.
Research across sectors such as tourism, banking, and retail—both online and offline—has confirmed this diversity in experiences.
The integration of immersive technologies and artificial intelligence (AI) is reshaping how organisations deliver CX. AI enables personalisation, allowing businesses to anticipate customer needs and enhance engagement at multiple touchpoints.
As the importance of personalised experiences grows, companies must strategically prioritise CX to foster loyalty, encourage advocacy, and drive sustainable growth. Whether through traditional methods, advanced AI techniques, or a blend of both, personalisation deepens customer relationships.
However, it's crucial to balance technological innovation with a human touch to maintain trust and authenticity in interactions. Marketers need to adapt to this shifting environment by combining traditional strategies with new technologies to meet changing customer expectations.
An integrative framework that focuses on creating memorable experiences while nurturing customer relationships can be beneficial.
Such a framework would emphasise co-creation of customer experiences through AI and personalisation, all while being mindful of the evolving marketing landscape. This approach will help organisations effectively navigate the complexities of customer experience in a rapidly changing world.
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