CUSTOMER EXPERIENCE STRATEGIES: ANALYSIS OF CRITICAL FACTORS FOR SUCCESS

Abstract

Understanding customer experience as a differentiation strategy in an increasingly competitive market for organizations, the business discipline of Customer Experience (CX) has proven to be indispensable. In parallel, the effective integration of Knowledge Management (KM) can serve as a potent catalyst to enhance CX strategies, providing a robust framework for the collection, analysis, and implementation of valuable insights derived from interaction with customers. The objective of this work is to analyze the critical factors for the success of CX strategies, integrating KM practices to improve efficiency and innovation in these strategies, through a qualitative research of exploratory and descriptive nature, using a Systematic Review of the Literature (RSL). The research carried out resulted in the definition of 7 critical factors as responsible for CX success, demonstrating that the incorporation of KM practices can enrich the customer experience by promoting a deeper understanding of customer needs and preferences. And, finally, they can help companies and researchers in the area of management and business as a basis for future studies, creating a synergy between CX and GC that can lead to significant innovations in the field.