The architecture of the phygital customer journey: a dynamic interplay between systems of insights and systems of engagement
采用扎根理论方法，研究企业如何利用智能技术构建物理与数字融合的客户旅程架构，揭示洞察系统与参与系统的动态互动，对服务提供商和营销人员有实践指导意义。
Purpose This paper aims to focus on how companies shape the architecture of a phygital customer journey through the exploitation of smart technologies. Design/methodology/approach The research adopts a qualitative method using a grounded theory approach involving leading players in digital customer solutions and service providers from different industries. Findings The shaping of the architecture of the phygital customer journey comes from the interplay between systems of insights and systems of engagement activated by multiple customer-provider interactions in an entanglement of physical and digital contexts. Practical implications Companies need to design a blended approach to bridge disconnected contexts, capture new opportunities and provide customer engagement along the entire journey. Originality/value This study depicts the “phygital customer journey” under systems of insights and systems of engagement: These systems operate as dynamic architectures to capture insights and engage customers.