It is great to see theCXDigital Twinspaper published today - the first to introduce the concept of digital twins toCX Management.
Mohamed Zakihas worked on this paper with ProfessorTor Wallin Andreassen(Norwegian School of Economics (NHH),Janet McColl-Kennedy,Dr Len Coote, DrEdgar Brea, DrFiona Willer, AdvAPD, FHEA, GAICD, PhD, andJoel Andrade(UQ Business School).
The paper provides a novel proactive approach to the customer experience rather than waiting for customers to complain, and offer a conceptual framework, clear actionable hashtag#roadmap (AAICE) and research agenda.
We illustrate with use cases -B2B,foodandhealthcareservice.
Link to Paper: https://doi.org/10.1108/JOSM-12-2024-0540