The purpose of this paper is to explore innovations in customer experience at the intersection of the digital, physical and social realms It explicitly considers experiences involving new technology-enabled services, such as digital twins and automated social presence (ie virtual assistants and service robots),Future customer experiences are conceptualized within a three-dimensional space – low to high digital density, low to high physical complexity and low to high social presence – yielding eight octants,The conceptual framework identifies eight “dualities,” or specific challenges connected with integrating digital, physical and social realms that challenge organizations to create superior customer experiences in both business-to-business and business-to-consumer markets The eight dualities are opposing strategic options that organizations must reconcile when co-creating customer experiences under different conditions,A review of theory demonstrates that little research has been conducted at the intersection of the digital, physical and social realms Most studies focus on one realm, with occasional reference to another This paper suggests an agenda for future research and gives examples of fruitful ways to study connections among the three realms rather than in a single realm,This paper provides guidance for managers in designing and managing customer experiences that the authors believe will need to be addressed by the year 2050,This paper discusses important societal issues, such as individual and societal needs for privacy, security and transparency It sets out potential avenues for service innovation in these areas,The conceptual framework integrates knowledge about customer experiences in digital, physical and social realms in a new way, with insights for future service research, managers and public policy makers

/pdf/customer-experience-challenges-bringing-together-digital-264mqzcqbx.pdf

Customer experience challenges: bringing together digital, physical and social realms

The goal-gradient hypothesis denotes the classic finding from behaviorism that animals expend more effort as they approach a reward. Building on this hypothesis, the authors generate new propositions for the human psychology of rewards. They test these propositions using a field experiment, secondary customer data, paper-and-pencil problems, and Tobit and logit models. The key finding indicate that (1) participants in a real cafe reward program purchase coffee more frequently the closer they are to earning a free coffee; (2) Internet users who rate songs in return for reward certificates visit the rating Web site more often, rate more songs per visit, and persist longer in the rating effort as they approach the reward goal; (3) the illusion of progress toward the goal induces purchase acceleration (e.g., customers who receive a 12-stamp coffee card with 2 preexisting "bonus" stamps complete the 10 required purchases faster than customers who receive a "regular" 10-stamp card) and (4) a stronger tendency to accelerate toward the goal predicts greater retention and faster reengagement in the program. The conceptualization and empirical findings are captured by a parsimonious goal distance model, in which effort investment is a function of the proportion of original distance remaining to the goal. In addition, using statistical and experimental controls, the authors rule out alternative explanations for the observed goal gradients. They discuss the theoretical significance of their findings and the managerial implications for incentive systems, promotions, and customer retention.

The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention

Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues

Does gamification affect brand engagement and equity? A study in online brand communities

Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty

Gamification and Mobile Marketing Effectiveness

Retailing and other business sectors have been buffeted by the diffusion of mobile technology. Millennials, in particular, consider such technology indispensable and have lately been using it for gaming applications. In order to thrive in the new mobile and game centric world, retailers will need to adapt and leverage mobile game-like applications using the process known as gamification. Our own sense is that the gamified interfaces currently offered by firms mostly miss the mark. We provide a systematic overview of game design and point out how principles derived from that field are highly applicable to gamified retail apps as well as to other firm offerings with game like elements. We are aided in our systematic approach by the work of Schell (2008) whose Elemental Game Tetrad Model allows us to offer a coherent look at the gamification antecedents of its psychological and marketing outcomes.

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Gamification and Mobile Marketing Effectiveness

Gamification and Mobile Marketing Effectiveness