Customer Experience: the impact of ICT in measuring instruments of experience in the Customer Journey

The need to overcome the borders of Customer Satisfaction in order to analyze the areas related to the consumer’s individuality, require the company to adopt instruments able to identify and measure the individual's personal and experiential factor. The transition from Customer Satisfaction to Customer Experience becomes a key element to maintain the company competitive advantage. The company must know all the steps that make up the Customer Journey and be able to assign a value to each of them in order to compose an overall assessment of Customer Experience. It’s important to apply different methods of analysis, such as "Personas", "Experiential Maps", "Critical Incident", "Wow Experience" up to tools of "Web Monitoring" to recognize experential aspects about the relationship between consumer and company. Purpose of this paper is to identify the necessary elements in order to create a system of centralized and integrated data management of Customer Experience; it becomes of main importance an activity aimed to define characteristics of a digital platform able to collect, contain and manage all the information which can identify Customer Experience.