Transforming the customer experience through new technologiesHoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51, 57–71.
This article explores the use of three technologies that are disruptive to the customer experience: IoT, AR/VR/MR, and virtual assistants/chatbots/robots(AI). The authors demonstrate to the reader the many benefits derived from adopting these technologies using concrete examples of cases where an experiential value occurred as a result of implementation.