Customer data collection infrastructure and Customer Experience Management:The SAQ Case Study

Le rôle-clé du système d’information clients dans le processus de gestion de l’expérience client omnicanal: Le cas de la Société des Alcools du Québec (SAQ)

Sabrina Hombourger-Barès ()
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Sabrina Hombourger-Barès: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: Channel integration makes Customer Experience Management more complex and requires from retailers a regeneration of their value proposition. A longitudinal case study reveal a hierarchical sequence of operant resource triad: cultural mindsets, strategic directions for designing value propositions, and a dynamic system of capabilities for continually renewing customer experiences. The implementation of a customer data collection infrastructure, the adoption of an iterative and sequential innovation process, and the mobilization of cross-functional and multidisciplinary project teams, will help develop the firm's dynamic system of capabilities.

Keywords: Customer Experience Management; Hierarchical operant resources; Customer data collection infrastructure; Agile methods; Longitudinal case study; Gestion de l’expérience client; Hiérarchie de ressources opérantes; Programme de reconnaissance client; Méthodes agiles; Etude de cas longitudinale (search for similar items in EconPapers)
Date: 2017-10-12
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Published in 20ème Colloque International Etienne Thil., Association Etienne Thil, Oct 2017, Roubaix, France

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