Abstract:

In today’s marketplace, businesses are increasingly realizing that a true competitive advantage lies in building a strong customer experience. Since customers have endless choices and, hence, more demanding, neither low prices nor smart advertising are enough to win their business. Nowadays, customers expect outstanding experiences more than ever before. As such, companies hoping to maintain a competitive edge should adopt innovative strategies to enhance interactions with their customers. The objective of this article is, therefore, to explore the way big data can improve customer experience. In this respect it was revealed that this data revolution can enable businesses to gain an in-depth understanding of their customers and of their needs. Big data can also allow businesses to transform customer feedback into actionable insight and customer satisfaction in real-time. Moreover, it can provide every individual customer with a customized customer experience that meets his needs and behavioral patterns. Given these opportunities, we strongly believe that big data can help companies deliver engaging customer experiences and, thus, stand out in an increasingly competitive advantage.