Digital Strategy and Customer Experience (EU28 case).


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As a country; where are your resources located?

Customer experience (CX) is at the core of strong digitalization (SD). The gradual and unstoppable annexation of digital technologies in business is changing the play of interactions between actors, incorporating new rules that affect business models. The customer is the center. This new environment allows us to further enhance the voice of the customer (VoC) within organizations by inviting them to make a mutation of their business strategy from an “inside-out” perspective to an “outside-in” one. However, in the course of this digital race, some companies and countries neglect to drive the non-technological drivers included in the digitalization process and that have a decided impact on improving the customer experience. It happens that, even improving its digitalization level in a global way, this is not accompanied by an improvement in the customer experience obtaining a weak digitization (WD).

In my last conference (2nd On/Off International Conference in Marketing Decision Making) we´ve been seen the imbalances that are occurring between countries digital levels that make up the EU28 (European Union) and other economics macro index performances. The research confirms the starting hypothesis and it can be affirmed that the improvement of customer experience and gross value added are related to a strong digital model that incorporates in its process variables beyond the purely technological ones, forcing the countries to open up more the digital analysis spectrum.

In the pictures below you can see the different degree of Digital and Customer experience momentum by EU countries 28. These imbalances in the form of Gaps give you to think about where the countries put their focus and their economics resources.

Captura de pantalla 2017-12-13 a las 14.02.40Captura de pantalla 2017-12-13 a las 14.02.20Captura de pantalla 2017-12-13 a las 14.03.27


Mind the gap !!!


Ferran Herraiz Faixo, Ph.D
Ph.D in Business & Management. Get my articles in


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