Service-Dominant Logic as Theorem of Customer Experience Management

Digital technologies reshape customer expectations and competitive dynamics. Firms should be more agile then resource-constrained corporations. Service-Dominant Logic as Theorem of Customer Experience Management.

They should deliver differentiated, seamless, and value-rich experiences, across all touchpoints. The ability to consistently meet customer expectations is no longer merely an operational concern – it become a strategic imperative, tied directly to profitability, long-term viability, and competitive adventages.

The post is based on: Enhancing Customer Experience Through IIoT-Driven Coopetition: A Service-Dominant Logic Approach in Networks by Agostinho antunes da Silva andAntonio J. Marques Cardoso

Historically, manufacturing have operated within localized markets, either selling directly to customers, thereby fostering strong relational ties with large intermediaries for market access. The advent of digital supply chains has significantly disrupted these traditional pathways.

Despite their economic and social importance, firms often struggle to deliver a superior customer experience within these digitally enabled supply networks. Constraints, such as limited financial, technological, and human resources, hinder their ability to scale operations and meet evolving consumer expectations.

Simultaneously, the proliferation of digital feedback platforms has heightened transparency and amplified pressure to satisfy and retain customers.

Service-Dominant (S-D) Logic provides a theoretical foundation to Customer Experience Management. Central to S-D Logic is the premise that value is not embedded in products or services, but is cocreated through dynamic and reciprocal interactions between firms and their customers.

These interactions are inherently contextual and shaped by individual customer experiences, preference, and situational factors. For firms like SMEs, adopting a value co-creation mindset, it enables personalized engagement, deeper relational bonds, and greater customer loyalty.

Advancements in digital technologies like the Internet of Things (IoT) expands the potential for value co-creation within digital supply chains. IoT facilitates seamless, real-time data exchange across interconnected systems. It enables firms resources to monitor operations and anticipate customer needs. It direct firms to deliver highly tailored services.

By embedding IoT capabilities into their operations, firms can transform services from reactive to proactive form. I results in offerings of more responsive services. Emerging evidence suggests that IoT-driven digital transformation can significantly improve traditional manufacturing logic, equipping firms with the tool to deliver scalable value propositions not compromising diffrentiation strategy.

These developments highlight the importance of strategic collaboration and technological enablement as dual levers for improving the customer experience. When leveraged within cooperation networks, they may offer synergistic advantages, which enable firms to deliver joint innovations, co-create value with customers, and respond to demands of digital supply chain.

What are digital supply chains

The term “digital supply chains” can be extended to encompass various emerging technologies and practices that enhance efficiency, sustainability, and resilience. Here are some key aspects based on scientific sources:

1. Emerging Technologies: Digital supply chains leverage technologies such as cloud computing, Internet of Things (IoT), artificial intelligence (AI), blockchain, and immersive technologies. These technologies enable real-time data sharing, predictive analytics, and enhanced transparency across the supply chain[1].
2. Sustainability and Resilience: Integrating digital technologies into supply chains promotes sustainability and resilience. Sustainable Supply Chain Management (SSCM) practices, driven by Circular Economy (CE) principles, help in reducing waste and improving resource efficiency. Digitalization supports these practices by providing tools for better monitoring and optimization [2].
3. Digital Thread: The concept of a digital thread involves creating a seamless flow of data throughout the supply chain, from raw materials to end consumers. This digital thread mirrors the physical supply chain, enabling better coordination and decision-making [3].
4. Customer-Centric Supply Chains: Digital supply chains are increasingly customer-centric, focusing on delivering personalized and timely products and services. Technologies like AI and IoT help in understanding customer preferences and predicting demand more accurately [1].
5. Connected and Secure Supply Chains: Ensuring connectivity and security is crucial for digital supply chains. Blockchain technology, for instance, provides a secure and transparent way to track products and transactions, reducing the risk of fraud and enhancing trust among stakeholders [1].

By incorporating these elements, digital supply chains can be extended to create more efficient, sustainable, and resilient systems that are better equipped to handle the complexities of modern global trade.

References

[1] Digital Supply Chain Transformation: Emerging Technologies for …

[2] Bridging the gap: a systematic analysis of circular economy, supply …

[3] The Digital Supply Chain – ResearchGate