Digital Transformation for Improving Customer Experience

Customer experience is defined as the customer's perceived overall quality of all interactions and relationships that the customer has with a company's products and services. Business leaders have increasingly begun to attach importance to the role of customer experience in helping companies gain competitive advantage. Also, the advantages and disadvantages of digitalization affect the customer experience process. In this respect, companies and brands that try to offer a unique experience for their customers need to prioritize the customer experience. So, in this chapter, the contributions of digitalization to customer experience are investigated. First, the theoretical infrastructure of customer experience and the creation of customer experience are examined. Afterward, customer journey and customer experience are discussed, and customer experience, touchpoints, and mapping of the customer journey are discussed. After that, digitalization and customer experience and the creation of the digital customer experience have been examined, and the conclusion has been reached.