Digital customer experience: a journey to the heart of innovation

“The desire does not adapt well to the routine”, exclaims Laurent Moisson in the French book Luxe et Digital (Luxury and digital strategy) as it is true that the world of luxury, whatever the sector, from the fashion to the wine through the jewelry, the leather goods or the hotel industries, is based on innovation.

By Dr. Evelyne Resnick, entrepreneur, author, professor and researcher in international innovation marketing, ISG Bordeaux, France

Since the digital eruption, innovation no longer only concerns the product but also (and mainly) communication and marketing strategies. It has also had a disruptive effect on the approach and implementation of the customer experience, also called “journey”, by the arrival of augmented and virtual reality, “big data” and / or artificial intelligence, among others.

Until recently, the main goal of the digital customer journey was the improvement of sales and the acquisition of new customers, often the famous “Millennials” (Generation Y) and Generation Z. Nicknamed “digital generations” because familiar with digital tools, the Y and Z generations see digital as a tool, not an end. They have therefore remained relatively insensitive to online sales experiences with more or less “user-friendly” journeys. Who has not set up an online sales site where the act of purchase ended in three or four clicks just because the internet user lacked patience? […]

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