Process Structure Model of the Intelligent Experience Engine: A Multi-case Study Based on Grounded Theory

Abstract

Customer experience is an important strategic process for businesses to provide personalized services to customers in order to gain competitive advantages. As it enters the intelligent stage, how to manage the intelligent customer experience has become an urgent issue to explore. Based on the customer experience theory, this article uses the grounded theory research method to conduct a multi-case study, clarifies the concept of the intelligent experience engine, and proposes a process structure model for it. Its structural level includes the contact layer, data layer, and decision layer. The research results extend the customer experience theory and have good theoretical insights and practical guidance for businesses to carry out intelligent customer experience management activities.