Literature Review - the Role of innovations in Customer Experience Management

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorWittkowski, Kristina
dc.contributor.authorHäkkinen, Anni
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2017-08-17T13:22:50Z
dc.date.available2017-08-17T13:22:50Z
dc.date.issued2017
dc.description.abstractMy literature review topic is the role of innovations in Customer Experience Management. It aims to give a reader a comprehensive understanding of the concepts of customer experience and customer experience management (CEM). This thesis also aims to form an understand-ing of the important role that innovations play in customer experience and how these innova-tions are essential for gaining and sustaining competitive advantage. In the paper I mainly focus on service and product innovations since they are distinctly valuable for customers and customer experience management. The review will also cover digital customer experience innovations that are highly current and actually one of the most important and disruptive in-novations of 2010s. The first part of the thesis reviews the literature and research about customer experience management and defines the concept as a whole. It focuses on the prospects of customer ex-perience management and point out to executives, why customer experience management (CEM) is worth the bother. In the second part of the paper the concept of innovation is de-scribed and especially literature about digital customer experience innovations and digital environment is reviewed. The third part combines these two concepts and forms a totality of them. It discovers the significance and importance of customer experience innovations in or-der for companies to gain and sustain competitive advantage. In the paper I discover that even though the benefits of customer experience management are widely recognized, companies still struggle to use it in practice and some even ignore it completely. It has been proven that most of the companies that have customer experience maturity levels above average have better financial reports than their competitors. This sup-ports the argument that companies can no longer differentiate themselves from competitors by solely on physical elements, such as product features or price. The vital differences are found in the brand, in the perception and feel of a company, all of which are central elements in customer experience. This has led to customer experience and customer experience inno-vations especially becoming the key competitive factors in more and more industries. In the competitive and global environment the need and demand for innovations is now greater than ever. Customer collaboration in creating successful customer experience innovations is vital and supported by thesis’s marketing theory.en
dc.format.extent35
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/27772
dc.identifier.urnURN:NBN:fi:aalto-201708176676
dc.language.isoenen
dc.programmeMarkkinointifi
dc.subject.keywordcustomer experienceen
dc.subject.keywordcustomer experience managementen
dc.subject.keywordcustomer journeyen
dc.subject.keywordinnovationen
dc.titleLiterature Review - the Role of innovations in Customer Experience Managementen
dc.typeG1 Kandidaatintyöfi
dc.type.ontasotBachelor's thesisen
dc.type.ontasotKandidaatintyöfi
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