In an increasingly commoditised marketplace, customer experience (CX) has become a critical competitive differentiator. Consumers are shifting away from assessing brands based on product functionality or price, instead seeking unique, personalised, and emotionally engaging experiences. This paper adopts Bruce, Krolikowska, and Rooney's (2023: 690) definition of CX as the customer's accumulated response to all interactions with an organisation. CX is inherently multidimensional, involving cognitive, emotional, behavioural, and social responses to internal and external stimuli. These responses vary across customer segments, influenced by individual profiles and context. Studies across industries such as tourism, retail, and banking—both online and offline—highlight the complex and dynamic nature of CX. The integration of immersive technologies and artificial intelligence (AI) is transforming how organisations engage customers. AI enables scalable personalisation, allowing businesses to anticipate needs and tailor interactions across multiple touchpoints. However, maintaining a human connection is essential to foster trust and authenticity. To remain competitive, marketers must adopt a blended approach, integrating traditional strategies with AI-driven personalisation and human-centred design. This comprehensive framework supports the delivery of memorable, relationship-focused experiences, fostering brand loyalty, advocacy, and sustainable business growth in an evolving marketplace. JEL Codes: Keywords: Customer experience, Co-create, Personalisation.
Marlé van Eyk (Wed,) studied this question.
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