Complexity of Creating Customer Experience under the Influence of Digital Transformation

In a digital context, the customer experience represents a complex field of competition for companies in the process of retaining loyal and attracting new customers. The digital transformation paradigm, in the technological and business aspect, should create value for the customer and increase the customer experience easier. However, challenges such as dynamic market changes and disruptions leading to increasingly complex customer requirements, make customer journey management a critical field for companies. This paper presents a preliminary review and provides insight into the problems of building loyalty and increasing customer experience under the influence of digital technologies. The recognized problems, according to secondary data, indicates that the potential of customer experience management with the help of digital technologies was not achieved. In this paper, recommendations for the elimination of mentioned problems were defined and how usage of digital technologies can contribute to building loyalty through analysis, monitoring, and support of customer journey.