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Customer data collection infrastructure and Customer Experience Management:The SAQ Case Study
[Le rôle-clé du système d’information clients dans le processus de gestion de l’expérience client omnicanal : Le cas de la Société des Alcools du Québec (SAQ)]

Author

Listed:
  • Sabrina Hombourger-Barès

    (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

Abstract

Channel integration makes Customer Experience Management more complex and requires from retailers a regeneration of their value proposition. A longitudinal case study reveal a hierarchical sequence of operant resource triad: cultural mindsets, strategic directions for designing value propositions, and a dynamic system of capabilities for continually renewing customer experiences. The implementation of a customer data collection infrastructure, the adoption of an iterative and sequential innovation process, and the mobilization of cross-functional and multidisciplinary project teams, will help develop the firm's dynamic system of capabilities.

Suggested Citation

  • Sabrina Hombourger-Barès, 2017. "Customer data collection infrastructure and Customer Experience Management:The SAQ Case Study [Le rôle-clé du système d’information clients dans le processus de gestion de l’expérience client omnic," Post-Print hal-01876359, HAL.
    • Handle: RePEc:hal:journl:hal-01876359
    as

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