Designing the Digital Customer Experience Management Model in Banking Industry
Subject Areas : marketing
Khan-Mohammad Milanlu
1
,
mahmoud mohammadian
2
,
Mehdi Naeimi Nezam-Abad
3
1 - Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
2 - Department of Management, Allameh Tabataba’i University, Tehran, Iran
3 - Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
Keywords: Digital Transformation, Digital Banking, Digital Customer-Orientation, Digital Customer Experience Management,
Abstract :
It is an acceptable thing for the managers of the companies in the world that through a market-oriented digital strategy, they can create better matches with the market, resources and customers. In fact, the digital strategy provides the possibility for organizations and businesses to increase operational capabilities related to responding to various challenges of the market and customers through the development of digital platforms. What becomes important in this regard is how to design a strategy and implement it in a competitive environment. The purpose of this research is to designing the Digital Customer Experience Management Model in Banking Industry. The qualitative method used in this research was grounded theory. For collecting data, semi-structured interviews were conducted with 12 academic and banking experts. For analyze the interview data was used the coding technique based on Strauss and Corbin's approach. Findings related to 569 first-order communalities open codes, 121 second-order categories, 42 core categories and 6 selective categories had was determination of digital macro policies, customers' digital experiential structure, developing the digital-oriented organism, management and evaluation of digital transformations, digital banking strategic ecosystem, and improvement of digital performance management in the field’s organization and customer. The current findings provide valuable help for banks that are considering including and developing their customer relationship management in a digital platform. What the findings showed is the need for banks to have a comprehensive and comprehensive policy in their digital encounters in organizational operations, especially in interaction with customers.
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