Trends in Customer Experience: Analysis from DATA, strategy and innovation

Abstract

Introduction: This article determines the effects of data, innovation, and strategy on the evolution of customer experience (CX). Additionally, it maps the main literature, authors, journals, and studied topics to determine the approaches of post-COVID-19 studies. Methodology: The scoping review conducted considered the analysis of 259 articles published between 1999 and 2023, sourced from Scopus in relation to customer experience, innovation, data, and strategy. Results: There is a noted exponential interest in CX across multiple business contexts, establishing trends such as the "phygital" strategy, which shows the evolution towards omnichannel experiences and touchpoints. The radical evolution in business mindset was validated, recognizing CX as a differentiating factor in competitive and volatile markets due to the integration of all areas of the company, allowing the building of long-term relationships with all stakeholders. Conclusions: The pandemic played an accelerating role in digital transformation, enhancing the customer-centric focus through agile methodologies and emerging technologies that allow for personalized offerings and the creation of memorable and meaningful experiences that build brand loyalty. Furthermore, innovation transcended the product, presenting options for reinvention in the modeling of new businesses, processes, and services designed to meet changing and increasingly demanding needs.