Customer experience management in the age of big data analytics: A strategic framework
为大数据分析在客户体验管理中的应用提供了一个战略框架，帮助管理者和研究者理解如何利用客户洞察来提升竞争力，并给出了实施步骤和研究方向。
Customer experience (CX) has emerged as a sustainable source of competitive differentiation. Recent developments in big data analytics (BDA) have exposed possibilities to unlock customer insights for customer experience management (CXM). Research at the intersection of these two fields is scarce and there is a need for conceptual work that (1) provides an overview of opportunities to use BDA for CXM and (2) guides management practice and future research. The purpose of this paper is therefore to develop a strategic framework for CXM based on CX insights resulting from BDA. Our conceptualisation is comprehensive and is particularly relevant for researchers and practitioners who are less familiar with the potential of BDA for CXM. For managers, we provide a step-by-step guide on how to kick-start or implement our strategic framework. For researchers, we propose some opportunities for future studies in this promising research area.