Home // ICDS 2021, The Fifteenth International Conference on Digital Society // View article

Enhancing the Experience of the Digitally Conscious Customer

Authors:
Viktorija Babica
Deniss Sceulovs

Keywords: digital journey; customer journey; digital innovation; digitalisation; customer experince

Abstract:
Digital innovations have caused a shift in customer expectations, resulting in a new kind of modern buyer – the digitally conscious customer. The customer experience plays a crucial role in digital transformation and vice versa – a lot of digital transformation initiatives arise from customer’s pain points, business innovation needs and growth imperatives on understanding patterns of digital purchasing culture, eliminating information seeking barriers, enhancing virtual social interactions, and overcoming challenges of digital literacy. The focus of the research is on the transformation of purchase process. The research aims to understand the new, digital customer journey and behavior changes patterns, and map the transformation process of value-based purchase and retail processes. For scholars and practitioners, it is necessary to understand who is driving the change in the modern world – the digital technology phenomena or the customer value-push approach. The research contributes to the practical understanding of how digital innovations have affected the online information seeking process and what barriers in communication have arisen, such as how online social interaction and information filter bubbles affect customers and at the same time how the Zero Moment of Truth (ZMOT) and "dark social" phenomenon affect companies' strategies. Customer journeys are becoming more extensive and versatile, but also challenging. Thus, the result of the research contributes to future mapping the compromise between purchase & retail processes for the Modern Customer Journey in the digital age.

Pages: 18 to 23

Copyright: Copyright (c) IARIA, 2021

Publication date: July 18, 2021

Published in: conference

ISSN: 2308-3956

ISBN: 978-1-61208-869-3

Location: Nice, France

Dates: from July 18, 2021 to July 22, 2021