Reshaping the customer experience with tech innovations

Digital Reinvention
02/03/2023 Article

Every business owner knows it: to succeed in an ever-changing world where competition is global, managing to create a meaningful, positive relationship with customers is key. Which many have done by building a quality customer experience and relationship management system.

However, these last decades of technological innovation and global change have also shaken to the core the way companies relate to and communicate with their customers.

The rise of social media and e-commerce have been key players in this transformation, to which some businesses are still adapting, meaning to grasp the details and stakes at the heart of the digital revolution.

With the recent health crisis, the need to understand how the digital and physical worlds interact in customers’ habits has become more crucial than ever. How do businesses adapt? What technologies are called for to succeed from the multiplication of e-commerce and digital experiences? What does the future of customer experience (CX) look like?

These are questions that were asked to Luka Brekalo, Global e-Commerce Director at L’Oréal and alumnus of ESCP’s Master’s in Marketing & Creativity, and Michael Haenlein, marketing expert and professor at ESCP Business School.

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