Integrated Predictive Experience Management Framework (IPEMF) for Improving Customer Experience: In the Era of Digital Transformation

Abstract

Enterprises are adopting digital transformation with an exponential rate to drive growth through new business models and the use of digital technologies. Digital transformation is a business imperative rather than technology imperative. Hence, customer experience during and post-transformation is key to the success of the digital transformation. The present paper proposes an Integrated Predictive Experience Management Framework (IPEMF) for improving customer experience. IPEMF is- a structured and methodological business processes centric connected experience framework with the customer at the centre. The uniqueness of IPEMF is that it seamlessly integrates business processes, technology, organisation, and customer behaviour. It is agnostic of the business vertical or the geography. The framework puts forth an approach to predict the impact on customer experience proactively and provides a feedback loop to help continuously improve the experience. IPEMF helps enterprises build intuitive, trusted relationships and hyper-personalised customer experience through the customer journey.