Experience at the Core: Digital Customer Experience and Customer Satisfaction

Alfonso Pellegrino ()
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Alfonso Pellegrino: Chulalongkorn University

Chapter Chapter 10 in Decoding Digital Consumer Behavior, 2024, pp 141-149 from Springer

Abstract: Abstract This chapter elucidates the pivotal role of digital customer experience in the realm of digital marketing, underscoring its significance in fostering customer satisfaction and loyalty. Employing a humanistic approach and drawing from Levitt’s model, it delves into the utilization of machine learning, augmented reality, and customer feedback as instrumental tools in refining the digital customer experience, thereby propelling positive outcomes in digital marketing efforts. The discourse articulates that in the digital era, every interaction, be it through social media advertisements, website visits, or customer service engagements, contributes significantly to shaping the customer’s brand perception and influencing their purchasing decisions. Emphasizing the necessity for a holistic view of customer interactions, the chapter advocates for the adoption of a comprehensive approach that recognizes these interactions as components of a larger, interconnected experience. It highlights the indispensability of personalization, facilitated by machine learning, in crafting offers and experiences tailored to individual customer preferences, thereby enhancing engagement and conversion likelihood. Furthermore, the chapter accentuates the importance of consistent and coherent experiences across all customer touchpoints, integrated communication, and the strategic use of technology to enrich the customer journey. Through an exploration of augmented reality’s potential to offer immersive experiences and the crucial role of customer feedback in ongoing improvement efforts, it presents a compelling argument for the centrality of customer experience in digital marketing. The chapter concludes by stressing that putting the customer experience at the forefront of digital marketing strategies is essential for achieving lasting customer relationships and success in the digital marketplace.

Date: 2024
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DOI: 10.1007/978-981-97-3454-2_10

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