Shifting to phygital experience management with design science: a six-step method to manage customer journeys

Jacob, Florence; Pez, Virginie; Volle, Pierre

doi:10.1080/0965254x.2021.2016894

Cited by 9 publications

(17 citation statements)

References 46 publications

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“…Along the phygital journey, the new experiential blueprint capturing the service interaction can be augmented through phygital resources or touchpoints (i.e., websites, apps, social networks, VR, products, packaging, etc.) (Jacob et al, 2021). The act of customer journey shaping comes from the firm's ability to match the interplay between the systems of insights (to collect data, emotion, etc.)…”

Section: Decision: Phygital Customer Journeymentioning

confidence: 99%

The phygital transformation: a systematic review and a research agenda

et al. 2023

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The label “phygital” (physical plus digital) has been proposed to describe how companies try to engage customers due to the exploitation of smart technologies. Although used mainly by practitioners, research into phygital’s theoretical development is lacking. We conduct a systematic literature review to obtain an overall vision of the phenomenon and to understand how the scientific debate uses the term. The in-depth analysis allows for the identification of four main aspects: (1) objects and applications, (2) context (space/place), (3) customer journey, and (4) shopping (retail) experience. Using the antecedents, decisions, and outcomes model, we offer an interpretation of the phenomenon in a more comprehensive framework. The development and use of physical and digital objects and applications (i.e., phygital resources) in a phygital context (i.e., spaces and places) affect the customer journey in a phygital manner to enable the development of new forms of phygital experience. We suggest specific research avenues to develop the phygital construct.

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Section: Decision: Phygital Customer Journeymentioning

confidence: 99%

The phygital transformation: a systematic review and a research agenda

et al. 2023

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“…An effective omnichannel approach will foster the ability to provide a seamless customer experience and eliminate perplexing situations that lead to dissatisfaction (Riaz et al, 2022). Therefore, it is crucial to understand customers' journey and allow them to move freely between the various points of contact, including virtual and physical connections (Kranzb€ uhler et al, 2018;Jacob et al, 2021;Mele et al, 2021). Online and offline touchpoints are essential to the retail experience and how customers perceive an item.…”

Section: Customer Experiencementioning

confidence: 99%

“…Nowadays, to increase consumer engagement, retailers must use these cuttingedge technologies (Ameen et al, 2021a) to gain a competitive advantage by providing unique, fluid and complete customer experiences (Roy et al, 2020) and offer higher online convenience IJRDM 52,1 to their customers (Duarte et al, 2018). Combining the physical and digital into a single strategy exemplifies the evolution of the customer experience (Batat, 2022;Jacob et al, 2021;Lawry, 2022), the need to put the customer in evidence through the hybrid experience fundamental (Hyun et al, 2022). Bolton et al (2018) agree that consumers will likely connect their digital experiences with the physical world.…”

Section: Introductionmentioning

confidence: 99%

Exploring omnichannel strategies: a path to improve customer experiences

Silva,

Dias

2023

IJRDM

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PurposeIn today's world, retailers must embrace technological devices to provide fluid, convenient and complete customer experiences. Therefore, combining the offline and online spaces into a single strategy becomes essential, representing a significant opportunity for retailers to improve customer experience. Therefore, this study aims to explore and compare the importance of digital elements in an omnichannel experience by companies in the luxury and non-luxury segments.Design/methodology/approachThe research offers a model to explore and compare the omnichannel strategies that brands use, considering six dimensions that cover recent technological advances, thus offering a complete experience to their customers. A multiple case study was selected based on a sample of six international companies from two different price segments (luxury and non-luxury).FindingsThe data collected allowed the authors to verify the presence of some dimensions, even though some had little evidence. Nevertheless, the dimensions connectivity, innovativeness and flexibility (only in luxury segment companies) were not present. Overall, and even though they present just little evidence, the results showed that retailers for the luxury segment invest more in delivering digital experiences within omnichannel strategies than the non-luxury ones.Originality/valueThis study improves the existing knowledge of omnichannel retailing. By analysing and comparing the omnichannel experiences, companies can identify areas for improvement and enhance the overall customer journey. Additionally, the model allows managers to compare and re-evaluate their omnichannel strategies with other competitors to gain competitiveness in an ever-evolving market.

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Section: Introductionmentioning

confidence: 99%

“…This review article draws on prior research that has examined different technologies used to design customer and service experiences in phygital settings (e.g. Batat, 2022a;Talukdar and Yu, 2021;Jacob et al, 2021). Our goal is to offer a new framework, namely extended reality technologies (ERTs), which can help service researchers and practitioners to design engaging phygital experiences that guarantee a continuum in customer value from physical to digital settings and vice versa.…”

Section: Introductionmentioning

confidence: 99%

The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

Batat

Hammedi

2022

JOSM

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PurposeBecause new-age technologies are gaining a broader interest among service scholars and practitioners, it is critical to identify these technologies and examine the roles they play. The examination needs to be conducted to design engaging customer and service experiences in new phygital settings that connect physical and digital environments. This review article aims to provide researchers with a new comprehensive and integrative extended reality technology (ERT) framework. The framework serves as the basis for an all-inclusive view of ERT types in order to explore the different types of technology used to design phygital customer and service experiences.Design/methodology/approachThis article reviews prior works on the role technology plays in terms of customer experiences across various fields of research, including consumer, marketing and service literature. Adopting an experiential and phygital perspective as well as considering a consumer standpoint, this article defines the scope of the ERT framework by identifying categories of new-age technologies and their effects related to the design of phygital customer and service experiences.FindingsThe ERT framework proposed in this article offers directions for future research by adopting an experiential approach to technologies in order to categorize additional technological devices, platforms and tools that can be considered in the design of phygital experiences following several extension processes. These processes can enhance the cognitive, social, sensory and contextual dimensions of the phygital experience and thus create a continuum in terms of customer value from physical to digital settings and vice versa.Research limitations/implicationsCompanies and service providers may benefit from a new, comprehensive, focused framework that assembles different types of technology. The technologies can be utilized to design engaging customer and service experiences that deliver customer value from physical to digital spaces and inversely.Originality/valueNo prior works have proposed a comprehensive ERT framework for service research following an experiential perspective and a consumer view of the experience occurring in a new setting: phygital. By embracing the ERT framework provided in this article, future service scholars can examine the dynamics and types of technologies that can positively or negatively affect the design of consumption and service experiences in phygital settings.

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Shifting to phygital experience management with design science: a six-step method to manage customer journeys

Cited by 9 publications

References 46 publications

The phygital transformation: a systematic review and a research agenda

The phygital transformation: a systematic review and a research agenda

Exploring omnichannel strategies: a path to improve customer experiences

The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

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