Table 2 Our AAICE practical roadmap Five... | Emerald Publishing

Table 2

Our AAICE practical roadmap

Five steps	Key managerial questions
1. Assess: Evaluating current systems and challenges	What specific CX pain points do customers face across touchpoints (e.g. delays, product failures, poor communication)? How reactive are current systems in identifying and resolving challenges, and what risks do they pose to customers? What are the financial, reputational, and emotional costs of these inefficiencies?
2. Analyze: Appraising system components and data capabilities	Which assets (physical, process, social, technological) generate data critical to improving CX? How can historical, real-time, and synthetic data be integrated to address operational inefficiencies? What tools and systems are required to ensure seamless data exchange across touchpoints?
3. Identify: Spotting opportunities for digital twin integration	Which customer journey touchpoints can benefit most from digital twin-enabled predictive insights? How can digital twins create moments of delight by reducing stress and enhancing CX? What operational processes should be prioritized for optimization?
4. Co-design: Customizing digital twins to business and CX needs	How can digital twins be customized to address unique CX challenges in specific industries? What additional features (e.g. gamification, loyalty, integration) can differentiate the CX offering? How can customers be involved in co-creating value through engagement with digital twins?
5. Evaluate: Measuring outcomes and driving continuous improvement	What KPIs should be used to evaluate the impact of digital twins on CX and operational performance? How can feedback loops be leveraged to refine predictions and improve customer-facing outcomes? How can insights from digital twins inform long-term CX strategies?

Five steps	Key managerial questions
1. Assess: Evaluating current systems and challenges	What specific CX pain points do customers face across touchpoints (e.g. delays, product failures, poor communication)? How reactive are current systems in identifying and resolving challenges, and what risks do they pose to customers? What are the financial, reputational, and emotional costs of these inefficiencies?
2. Analyze: Appraising system components and data capabilities	Which assets (physical, process, social, technological) generate data critical to improving CX? How can historical, real-time, and synthetic data be integrated to address operational inefficiencies? What tools and systems are required to ensure seamless data exchange across touchpoints?
3. Identify: Spotting opportunities for digital twin integration	Which customer journey touchpoints can benefit most from digital twin-enabled predictive insights? How can digital twins create moments of delight by reducing stress and enhancing CX? What operational processes should be prioritized for optimization?
4. Co-design: Customizing digital twins to business and CX needs	How can digital twins be customized to address unique CX challenges in specific industries? What additional features (e.g. gamification, loyalty, integration) can differentiate the CX offering? How can customers be involved in co-creating value through engagement with digital twins?
5. Evaluate: Measuring outcomes and driving continuous improvement	What KPIs should be used to evaluate the impact of digital twins on CX and operational performance? How can feedback loops be leveraged to refine predictions and improve customer-facing outcomes? How can insights from digital twins inform long-term CX strategies?

Source(s): Authors' own work