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Brand and CX Management Challenged to Comprehend the Phygital Customers’ Journey: Blending Brand and CX Governance

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  • PURCAREA, Ioan Matei

Abstract

We are witnessing marketers’ imperative to have a complete picture of consumers’ engagement throughout their complex buying journey stages, as well as the powerful impact of CX governance, and the need of AI integration throughout the entire CX journey. There is no doubt about the pressure of paying attention to both customer engagement value, and brand value, considering brand interactions so as to make certain brand voice and values’ precisely representation, combining EI skills with AI skills. Marketers are struggling to deliver on brand promise and impacting business outcomes by considering main challenges for intelligent teamwork when assessing brand health, without neglecting an improved brand experience delivering on brand positioning, including by valorizing catalytic digital experience and brand governance. It is a real need to advance on the recommended path to ensure brand promise and customer experiences’ alignment, including by comprehending the personalized touchpoints’ impact on CX.

Suggested Citation

  • PURCAREA, Ioan Matei, 2024. "Brand and CX Management Challenged to Comprehend the Phygital Customers’ Journey: Blending Brand and CX Governance," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 15(3), pages 33-41, September.
    • Handle: RePEc:rdc:journl:v:15:y:2024:i:3:p:33-41
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    More about this item

    Keywords

    Brand Management; CX Management; Digital Customers’ Journey; AI Integration; Brand Governance; CX Governance;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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