Driven by the ongoing Covid-19, “the boundaries between the online and offline world are blurring. It is time to be creative and bring in new innovative ways of smart customer interaction”


Why is the Disney customer experience such a great one? Why do customer experience innovations fail, and how do you move customer experience forward in your organization? On Thursday, November 13, Lisa Brüggen (BISS principal investigator) led a discussion on “Opportunities and Pitfalls of Smart Customer Interaction” following an invitation from UMIO, the executive branch of Maastricht University School of Business and Economics (SBE), to run one of its well-known Breakfast Booster series.

During the event, attended by academics, economists and business professionals, Lisa discussed the challenges of digitalization across organizations and the benefits that incorporating smart digital interactions can have on competitiveness.

Today, customer experience and smart interaction strongly relate to the satisfaction driven by the customer journey, which ideally should involve customer perceptions and emotions. Grantner predicts a customer experience battlefield where innovation is key. Lisa discussed four important characteristics for a successful implementation of customer experience: managing all touchpoints, considering the entire customer journey, including. pre- and post-purchase activities, achieving a positive multidimensional evaluation (e.g. rational, emotional, sensorial, physical, spiritual and social) and accounting for contextual differences. To describe best practices, Lisa introduced examples of smart customer interaction in Disney and Sixt.

MyMagic + You’ll Want to Use It Everywhere | Walt Disney World

“Value for a customer is no longer just the product or service, but the wider experience while consuming”


The Breakfast Booster event moved to include specific tips for organizations to conduct an efficient, smooth transition to adoption of smart technologies in their interaction with customers. However, such digital transition can lead to potential pitfalls when incorporated in wrong ways.

Following Lisa’s presentation, a rich interactive questions and answers session took place. Ron Jacobs (Marketing Manager at UMIO) moderated it. The constructive conversation included topics such as the scientific evidence that incorporation of smart customer interactions can lead to an increase in revenue and profit, the competitive organizational advantage guided by digitalization, ethical and legal considerations (e.g. implementation of ethics-by-design procedures), and effects in the digital market and data-driven innovation (e.g. online education).

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