From interaction to immersion: Technology's impact on customer experience in the digital era

Abstract

In the rapidly evolving digital landscape, the transformation of customer experience through technology has become a pivotal focus for businesses worldwide. This paper explores the dynamic interplay between digital transformation and customer experience, delving into the various technological tools and strategies that are reshaping customer interactions. Drawing insights from a comprehensive review of 12 seminal papers in the field, the study highlights the current trends, future potential, and practical applications of digital technologies in enhancing customer engagement. It also addresses the challenges and opportunities inherent in integrating these technologies into business models. The paper aims to provide a nuanced understanding of how digital transformation can be leveraged to elevate customer experience, offering valuable insights for businesses seeking to thrive in the digital era.