 Brand and CX Management Challenged to Comprehend the Phygital Customers’ Journey: Blending Brand and CX GovernanceRomanian Distribution Committee Magazine, 2024, vol. 15, issue 3, 33-41 Abstract: We are witnessing marketers’ imperative to have a complete picture of consumers’ engagement throughout their complex buying journey stages, as well as the powerful impact of CX governance, and the need of AI integration throughout the entire CX journey. There is no doubt about the pressure of paying attention to both customer engagement value, and brand value, considering brand interactions so as to make certain brand voice and values’ precisely representation, combining EI skills with AI skills. Marketers are struggling to deliver on brand promise and impacting business outcomes by considering main challenges for intelligent teamwork when assessing brand health, without neglecting an improved brand experience delivering on brand positioning, including by valorizing catalytic digital experience and brand governance. It is a real need to advance on the recommended path to ensure brand promise and customer experiences’ alignment, including by comprehending the personalized touchpoints’ impact on CX. Keywords: Brand Management; CX Management; Digital Customers’ Journey; AI Integration; Brand Governance; CX Governance (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:rdc:journl:v:15:y:2024:i:3:p:33-41 Access Statistics for this article More articles in Romanian Distribution Committee Magazine from Romanian Distribution Committee |
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