1Assistant Professor, School of Business and Management, Christ (Deemed to be University), aarthy.c@christuniversity.in
2School of Business and Management, Christ (Deemed to be University)
3Assistant Professor, School of Business and Management, Christ (Deemed to be University)
Online published on 26 August, 2023.
In an age when customers have access to huge amount of information about a company, its competitors and its products, customer experience becomes highly important as it becomes an important source for a long-term competitive advantage. However, success for any company does not depend just on digital engagements and excellence. What is required is a digital-first attitude with a human touch. This study tries to focus on how these elements can be perfectly combined in order to give the maximum benefit to both the customers and the companies by taking in consideration variables like the level of adoption of technology and its satisfaction rate among customers by drawing relationships between the same.
Customerr elationship management, Interaction levels, Satisfaction levels, Hybrid customer interaction, Channel convergence, Technology convergence
