Digital Business & New Tech: Transforming Customer Experience Focus

This report examines the role of digital business and new technologies in transforming customer experience. It emphasizes the significance of customer experience in business, detailing how digital technologies like chatbots, big data analytics, and virtual reality enhance customer engagement and loyalty. The report also discusses technological platforms and software used by various organizations to improve customer care systems. Furthermore, it explores the relationship between digital technology and customer experience, highlighting the impact on revenue and business expansion. The report also touches upon old and newly emerging theories on business and management structures and practices, including system management theory, contingency theory, and decision-making theory, alongside different e-commerce models such as B2C, C2B, B2B, and C2C.

Digital Business &
New Technologies

Table of Contents
Executive summary .........................................................................................................................3
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
Significance of transforming experience of customer through new digital technologies..........4
How topic is developed...............................................................................................................4
Detail description of technology and what it is used for.............................................................5
Technological Platform and software.........................................................................................6
What type of business and organisation uses the technology.....................................................6
How it is used as business tool and its effectiveness..................................................................6
Task 2...............................................................................................................................................7
Relationship between digital technology and customer experience............................................7
Old and newly emerging theories on business and management structures and practices.........7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

Executive summary
The following report is based on digital business and new technologies in which focus
has been paid on the transforming customer experience into new technology. The experience of
customer is basically something which is perceived by offering any product that is why this
plays a very important role for the business enterprises. These new technologies assist in
interacting with the consumer, understanding their shopping journey and how these create an
experimental values for the consumer. This report is going to discussed by about the importance
of the chosen topic and how its develops. In addition to this, a discussion has been done on the
relationship between the customer experience and digital technologies and different management
theories and practices.

INTRODUCTION
In business organisation digital technologies are used not only for creating the new values
for the business models but also for improving the experience of the customer and inner strength
of the company which assist in supporting the main functions(Bican and Brem, 2020). The
environment of the business comprises of both the digital brand and the traditional players.
According to the research it has been identified that the spending time of people on the online
platform has been increases which is being considered as the best source of the revenue
generation. The following report is presented on transforming customer experience through new
technologies. Importance of the topic, how the topic is developed, technology used in the topic
and many more cover in this report. Afterword, this report covers the new and old theories of the
business management and the different e-commerce business model.
TASK 1
Significance of transforming experience of customer through new digital technologies
The experience of the customer is basically the impression of the consumer on the brand
throughout the journey of buying the products. The two main point which affect the customer
experience is people and the product. With the help of digital technologies organisation can
easily interact with the consumer by having direct conversation with them and also offer services
to them(Kraus and et. al., 2018). So in order to create the digital strategy the business
organisation have to focus on the three components that is engagement, discovery and delivery.
In relation to the business organisation, the experience of the customer plays a very vital role in
repurchasing of the product. With the help of these digital technologies organisation not only
attract the large base of customers towards the company's product but also improves their brand
loyalty for lifelong.
How topic is developed
The customers experience is being considered as the most important aspect of the
business organisation, if positive reviews are leave by the consumer by having the good
experience then this result in the growth of the company. The organisation develops the
customers experience by offering excellent quality of goods and services to the consumer. This
leads to the satisfaction and good customer experience. If there is existence of good interaction
between the brand and the customer then this result in attaining all the set goals. By meeting all

the exceptions of the consumer the positive experience can be received from them. The
development of the new technologies assist in enhancing the experience of the consumer as these
advances technologies helps the organisation in manufacturing excellent quality of product.
Along with this the decision of the consume also been affected by these technologies.
Detail description of technology and what it is used for
In this digital era the consumer are becoming more demanding and the with the help of
these digital technologies the experience of the customer can be transformed. Different types of
modern technologies are used by the management of the company in order to improve the
efficiency and growth of the business. In this competitive era, customers are being considered as
the most important aspects (Martínez-Caro, Cegarra-Navarro and Alfonso-Ruiz, 2020). The
retention of the consumer is the most important challenge which are faced by the business
organisation. With the help of digital technologies the needs of the consumer can be satisfied
which assist in increasing the large customer base. The various technologies which assist
improving the experience of customer has been discussed below:-
 Chatbots- this is a latest revolution in the business organisation through AI powered
chatbots which assist in handling the customer service function better. With the help of
this technology the demand of the consumer can be easily meet by providing instant
virtual support to them. This service can be offered by the organisation by using mobile
app, messaging, SMS or websites
 Big data analytics- this technology are used by the organisation in order to share the data
like offers and discount on the products which assist in improving the experience of the
consumer. The big data analytics assist in growth of the business by receiving the useful
insights form the preferences of consumer.
 Virtual reality- with the help of this technology the organisation can easily engaged with
the customer which assist in transforming or altering the customer experience in better
way. This technology is designed in such a manner through which the attention as well as
the experience of the consumer can be sensed.

Technological Platform and software
New and advanced digital technologies are used by the various types of business
organisation in order to handle the experience of the customer in a very better way. Technologies
like data management analytics and insight driven marketing can be used by the management of
the firm in order to improve the consumer care systems (Weill and Woerner, 2018). Along with
this, different types of platforms and software such as a websites, e-mail, marketing automation
and many more can be used by the organisation in order to enhance the experience of consumer.
With the help of these digital platform and software the organisation can easily interact with the
consumer.
What type of business and organisation uses the technology
Almost all the business organisation all across the globe heavily relies on the digital
technologies because these technologies assist them in carry out all their business functions in a
very effective manner. The main purpose behind using these digital technologies is to increase
the loyal base of customer due to which the sales as well as the profitability of the company can
be enhanced(Ukko and et. al., 2019). Every type of organisation whether it is small, large or
retail or manufacturing all these focus on providing effective customer services. For example like
virtual reality technology is used by TESCO plc in in transforming the customer experience.
Artificial intelligence which works with IBM is used by the Hilton hotels.
How it is used as business tool and its effectiveness
These digital technologies work as a business tool for the organisation as it assist them in
effectively communicate with the consumer and also interact with the clients. Customers can use
the websites of the company and find the products online which they want to purchase and fast
shipment of the product allow the organisation to cover the large geographical areas. Along with
this these technologies are also used in tracking as well as measuring the footprints of the
customers online which helps the organisation in work according to needs and wants of the
consumers. The past technologies like typewriter is replaced by the computer with advanced
software and mobile phones take the place of telephones which help in sharing the new ideas and
resources effectively.

Task 2
Relationship between digital technology and customer experience
For the business organisation the experience of the consumer is considered as the most
important aspect as it plays a very vital role not only in improving the customer experience but
also in digital transformation. The improved and good customer experience leads to the success
of the firm in market(Chaffey, Edmundson-Bird and Hemphill, 2019). As per the research it is
being identified that good experience of the customer as well as digital transformation assist the
organisation in increasing the revenue by 20 to 25 percentage. For example like Amazon which
is a well known e-commerce platform are taking the advantage of digital technologies in
improving the relationship with the customers. The experience of the digital customers has been
lifted up because of the evolvement of the digital technologies due to this the significance of the
utilization of the digital technologies within the business has been increased. By taking the
feedbacks form customers about the their products, an effective relationship can be developed
between the organisation and consumers. Along with this, these new technologies like E-mail
marketing, personal selling, advertising and many more assist the firm in expanding their
business form outside the boundaries of the nation
Old and newly emerging theories on business and management structures and practices
The term business is a very wider term and this include old as well as new theories of
management. These theories can be used by the managers of the firm in improving their working
system and productivity(Palmié and et. al., 2022). The development of the training programme,
launch of the new scheme and many more include in these management practices. The different
types of management theories has been mentioned below: -
 System management theory- this theory are utilized by the firms in managing and
planing as an alternative approach. Interdependence, synergy and interrelations between
subsystems are some of the key components on which success of the company is depend.

In business organisation not only the employees of the firm but also the departments are
also very important.
 Contingency theory- the contingency theory is totally based on the leadership which is
related to the traits. The leaders of the company must be flexible in nature because with
the help of flexibility they can adopt all the changes in a very effective manner. It is very
important that management have to apply all the theories according to the requirement.
At every level of the organisation technology must be used and management have to
focus on the leadership style which assist in identifying the structure of the company.
 Decision making theory- this theory gives an realistic view to the organisation that the
decision are totally affected by the outputs and prices. Decision is make by the
organisation in different phases as the management first recognised the problems then
search the data and then pick the best one(Ablyazov, Asaturova and Koscheyev, 2018).
Different set of expression has used in this theory in relation to the rational behaviour of
the consumer as this is being considered as a challenge on empirical and theoretical
ground. The decision making theory helps the organisation in understanding the
behaviour of the consumer and also in influencing the choice of the customer.
There are several types of e-commerce models, based on market segmentation that can be
used to
conducted business online.
 Business-to-Consumer (B2C):- this model may be refer to the process of selling the
products directly to the customer(Hanelt and et. al., 2021) . No middle man is involved in
between the transactions.
 Consumer-to-Business (C2B):- in this e-commerce model the customers of the
organisation gives goods and services to the firm. These types of business focus on
generating value from the consumer.
 Business-to-Business (B2B):-this model refer to that process in which manufacturer,
wholesaler and retailer included. In this model transaction is done between the
organisations instead of firm and individual(Reis and et. al., 2018).

 Consumer-to-Consumer (C2C):- this e-commerce model assist the consumer in sailing
their goods and services to other consumer through online. With the grow in the e-
commerce technologies this model also grow
CONCLUSION
From the above report it has been concluded that digital technology plays a very
important role for the business organisation, this is being considered as the most important
aspects which which offer different types of benefits to the organisation and consumer. Due to
the evolvement in the technology like artificial intelligence and machine learning, robotic
process automation, block chain, virtual, reality etc. transformation has been seen in the product
which assist in improving the customer experience. This report concluded the different
management theories which helps in understanding the behaviour of the consumer and along
with the different types of e-commerce models.

REFERENCES
Books and Journals
Bican, P.M. and Brem, A., 2020. Digital business model, digital transformation, digital
entrepreneurship: Is there a sustainable “digital”?. Sustainability, 12(13), p.5239.
Kraus, S and et. al., 2018. Digital entrepreneurship: A research agenda on new business models
for the twenty-first century. International Journal of Entrepreneurial Behavior &
Research.
Martínez-Caro, E., Cegarra-Navarro, J.G. and Alfonso-Ruiz, F.J., 2020. Digital technologies and
firm performance: The role of digital organisational culture. Technological Forecasting
and Social Change, 154, p.119962.
Weill, P. and Woerner, S., 2018. What's your digital business model?: six questions to help you
build the next-generation enterprise. Harvard Business Press.
Ukko, J and et. al., 2019. Sustainability strategy as a moderator in the relationship between
digital business strategy and financial performance. Journal of Cleaner
Production, 236, p.117626.
Chaffey, D., Edmundson-Bird, D. and Hemphill, T., 2019. Digital business and e-commerce
management. Pearson UK.
Palmié, M and et. al., 2022. The evolution of the digital service ecosystem and digital business
model innovation in retail: The emergence of meta-ecosystems and the value of
physical interactions. Technological Forecasting and Social Change, 177, p.121496.
Ablyazov, T., Asaturova, J. and Koscheyev, V., 2018. Digital technologies: new forms and tools
of business activity. In SHS Web of Conferences (Vol. 44, p. 00004). EDP Sciences.
Hanelt, A and et. al., 2021. A systematic review of the literature on digital transformation:
Insights and implications for strategy and organizational change. Journal of
Management Studies, 58(5), pp.1159-1197.
Reis, J and et. al., 2018, March. Digital transformation: a literature review and guidelines for
future research. In World conference on information systems and technologies (pp. 411-
421). Springer, Cham.