A Framework to Improve the Digital Customer Experience in Complex Services

Complex services systems (CSS) involve multiple stakeholders and processes. Therefore, digitalization in CSS is not straightforward and is especially challenging in terms of delivering a smooth customer experience (CX) along their journey. In this paper, we investigate these challenges in the insurance context by interviewing Belgian customers. Our analysis reveals three complexity dimensions-offering, access, and relational - and we propose a framework to enhance digital CX in each customer journey phase. This study contributes context-specific CX insights and offers guidance to researchers and practitioners for improving digital CX in CSS. Moreover, we add to the emerging literature on managing CX in the business-to-business-to-consumer (B2B2C) distribution model.