arXiv subjects

Oscar Avila

Publications and source records attributed to Oscar Avila.

3 recordsLinked to original sources

arXiv2024

Digital capabilities assessment for supporting the transformation of the customer experience

Most of organizations are increasingly investing huge amounts of money today in order to have the right digital capabilities required for their industry. The area where organisations feel they have made the most progress is in improving the customer experience, which encompasses aspects such as data analytics, social media, location-based marketing, mobile channels among others. This aspect became the most important for the survival of organisations since the outbreak of the Covid-19 pandemic. While much has been achieved, many organisations are still not satisfied. One of the major problems in moving forward is the lack of literature in both academia and industry on maturity models allowing organisations to understand their current state in terms of digital capabilities to engage with customers, as well as to plan the evolutionary path to improve in this area. To fulfil this lack, this paper presents the design and validation of a maturity model that enables organizations to assess their digital capabilities in order to improve customer experience and engagement throughout the customer lifecycle.

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arXiv2019

A model to assess customer alignment through customer experience concepts

Business and Information Technology Alignment (BITA) has been one of the main concerns of IT and Business executives and directors due to its importance to overall company performance, especially today in the age of digital transformation. For BITA has been developed several models which in general has focused in the implementation of alignment strategies for the internal operation of the organizations and in the measurement of this internal alignment, but, there is still a big gap in measurement models of the alignment with the external environment of the organizations. In this paper is presented the design and application of a maturity measurement model for BITA with the customers, where the customers are actors of the external environment of the companies. The proposed model involves evaluation criteria and business practices which the companies ideally do for improve the relationship with their customers.

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arXiv2019

Business and Information Technology Alignment Measurement -- a recent Literature Review

Since technology has been involved in the business context, Business and Information Technology Alignment (BITA) has been one of the main concerns of IT and Business executives and directors due to its importance to overall company performance, especially today in the age of digital transformation. Several models and frameworks have been developed for BITA implementation and for measuring their level of success, each one with a different approach to this desired state. The BITA measurement is one of the main decision-making tools in the strategic domain of companies. In general, the classical-internal alignment is the most measured domain and the external environment evolution alignment is the least measured. This literature review aims to characterize and analyze current research on BITA measurement with a comprehensive view of the works published over the last 15 years to identify potential gaps and future areas of research in the field.

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