Customer experience and its role in Indian business(EN)
Dr. Alok Agarwal
Head of Department, Journalism and Mass Communication
WitWaves Journal of Multidisciplinary Research, Volume 2, Issue 3, 2025, b52a4cbd-4631-45f7-a83b-b2e4c0aeb03f
Published: 09 March 2025
Abstract(EN)
In the Indian business world, "Customer Experience" (CX) has emerged as a critical concept. As the market becomes increasingly competitive, companies can no longer rely solely on product or service quality. Today's consumer wants not just a product, but a holistic experience that is personalized, seamless, and memorable. This research paper analyzes the role of customer experience in Indian business, its strategies, impact, and future prospects.
References(EN)
1. Shaw, Colin & Ivens, John (2002), Building Great Customer Experiences.
2. Harvard Business Review (2014), The Value of Customer Experience.
3. Ministry of Electronics and IT, Government of India (2021).
4. Gartner (2022), Top CX Trends in India.
5. NASSCOM (2023), Future of CX in Indian Businesses.
6. Accenture Report (2020), The Customer Experience Advantage.
7. McKinsey India (2022), Delivering Next-Gen Customer Journeys.