The Shift in Marketing Based on Emerging Customer Experience

Abstract

The world of selling has been evolving drastically in the past twenty years. The evolution of Customer Experience has modified the entire paradigm of shopping. The impetus has shifted towards a customer- centric approach and keeping the customer above everything. The appearance of social media, self-service technologies, and numerous alternative digital advancements has modified the shopper’s behavior. Digital and analytics have emerged as key enablers for promoting products and services. Business organizations try to harness the advantages of those advancements. The role of the customer has evolved quite considerably as an enabler within the overall success of a product/brand. The managers currently need new tools to live and perceive the performance of the organization in totality. The current review paper examines the rumored work on the evolution of customer experience management and provides a theoretical framework for a comparative understanding of changes/shifts in customer experience management and promoting the products and services.