... business and customer contexts to identify the best opportunities at our disposal to optimize the customer experience and the business generated with them. AI is a lever of great potential power that, once integrated into our effective model, can generate a significant leap in the way we compete...

...Antonella Angelini; Annalisa Gilli Purpose This paper aims to consider how customer experience can be used by wineries to enrich their value proposition and improve their competitive advantage. Design/methodology/approach Qualitative research, using a semi-structured interview approach...

...Ian R. Hodgkinson; Thomas W. Jackson; Andrew A. West Purpose Customer experience is more critical than ever to firms’ successes and future growth opportunities. Typically measured through aggregate satisfaction scores, businesses have been criticized for oversimplifying what experience means...