E&M

2024/3

Marco Di Dio Roccazzella Stefania Saviolo

Signature Experience: An Augmented Customer Journey

Customer experience has become a battleground for brands across all industries. Engagement, inspiration, personalization, and co-creation are the buzzwords in discussions on the concept of experience in companies today. In this article, we present an innovative framework: the Signature Experience. This brings together the customer experience and the levers that enable it at the organizational level. On the one hand, the customer experience must become signature, that is, “signed” by the brand in a way that reflects its identity codes and its purpose. On the other hand, in an “augmented” scenario, read unpredictable and ambiguous, the customer experience must be shaped by data, insights, and technologies that help the organization achieve greater efficiency and effectiveness.

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