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© Designed and managed by Lav Ishan (Student PGDM-IBM at Birla Institute of Management Technology, Greater Noida)

8th AIM AMA – Sheth Foundation Doctoral Consortium Jan. 2020

Theme: Innovating Customer Experiences in the Digital Age

The proliferating integration of technology across industries as varied as retail, healthcare, hospitality, tourism, sports, and manufacturing is creating a wealth of opportunities for organizations in emerging markets. The Digital Age is witnessing innovations capable of driving organizational growth across the globe through applications of AI, AR, VR, and Machine Learning. Integration of technology & digitization is creating new sources of competitive advantages by delivering data-driven consumer insights to organizations. Such insights are now being leveraged to understand and create an indispensable source of competitive advantage for marketers – ‘Enhanced Customer Experience.’

The creation and execution of customer experiences have been a hotly debated topic amongst marketers and academicians in the recent past. The multi-dimensional nature of experience has resulted in various complexities as researchers have sought to develop a general conceptualization of its nature, effect, and impact. Despite considerable research in the field, only a limited degree of substantiated theoretical knowledge on Customer Experience and its conceptualization amongst organizational stakeholders currently exists.  The difficulty arises from the fact that experiences can be defined from multiple perspectives – that of the firm, the customer, and the employee (Chandler & Lusch, 2015), and the characterization of experience may depend on its contextual perspective. Adding to the extant complexities in defining experience is the fact that customer experiences are becoming increasingly multi-sensory and data-driven.

Thus, coupled with increasing integration of digitization in business processes, progressive inclusion of digital natives among targeted consumer segments, and differential trans-generational consumer expectations, creating engaging experiences has become an increasingly complex undertaking. In order to create a memorable experience for smart consumers, conventional marketing approaches need to be supplemented with knowledge of allied areas including human-technology interaction, design thinking, psychology, sociology, neuroscience, information systems design, and big data.

The aim of this Consortium and Conference is to provide a platform to share and stimulate new approaches for empirical/qualitative investigations in the field with a view to advancing the extant knowledge of Customer Experience Management in the current dynamic digital age.


Consumer Behaviour

A noteworthy evolution of consumers in terms of sophistication, demands, and expectations are evident in the current business environment. This evolution can be seen in the changes in shopper behaviour, in the increasing desire for value co-creating, and even in the sources from which consumers derive value. Motivated by unprecedented access to information and resources, consumers have begun to affect momentous change in the perception and conceptualization of modern marketing paradigms. This track attempts to address a few of the issues facing marketers in terms of understanding consumers. These include, but are not restricted to,


Technology & Analytics

With wide integration of the internet of things, social media, and mobile apps in consumer lives, a large amount of data is being churned as consumers use technology to consult, search information, and decide on product purchases. Concurrently, businesses are increasingly becoming data-driven in their decision-making by using big data technologies, AI, and deep and machine learning to create consumer-centric strategies. Technology is disrupting the market, causing the role of marketing to shift in terms of delivering superior customer value and experiences. This has given rise to contemporary issues affecting business managers including;



Marketing strategies are becoming more dynamic as businesses attempt to leverage technology to connect with customers in real-time and in a personalized manner. With the advent of the experience economy, marketing is transforming to address the needs of post-modern consumers, especially in emerging economies like India. In the post-modern digital economy, strategic marketing decisions are evolving to address issues such as,