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Symposium: ‘Exploring the digital customer experience:  Smart devices, automation and augmentation’

23 May 2017, London. Deadline for submission of abstracts 8 March 2017.

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Increasing availability and processing power of devices, such as smartphones and tablets, opens up new media-rich possibilities for brands to engage with consumers. Beyond content marketing and two-dimensional interaction on websites and apps, Virtual Reality (VR) and Augmented Reality (AR) offer an opportunity to immerse the user directly in the simulated product or service experience. On the other hand, the data generated through consumer touch points creates possibilities for greater automation and development of smart, algorithmically-driven interactions. With customer experiences becoming increasingly multi-sensory and data-driven, marketing concepts are deemed insufficient to integrate all aspect that digital customer experiences can entail. The aim of the symposium is to explore the understanding of digital experiences, broadening the perspective beyond marketing to psychology, computer-human interaction, analytics, systems, design, ethics and beyond.

The symposium provides a platform for knowledge exchange between academia and industry by sharing conceptual, scientific, commercial, creative or cultural insights. The symposium follows from previous Academy of Marketing e-Marketing SIG workshops at Google London in 2014 and at Academy of Marketing Conference in Bournemouth 2015, in association with the Institute of Direct and Digital Marketing (IDM).

Symposium aim

The purpose of the upcoming Symposium is to share and consolidate knowledge base on digital customer experience research in this fast-changing landscape, set the agenda for future research and crucially to support the development of ethically responsible and effective digital customer experiences. The symposium will include presentations from academics and practitioners as well as breakout sessions to encourage collaboration on future projects.

Call for participation

We invite proposals for presentation at the symposium from academics, industry and innovators. The call title identifies three core themes, but submissions on other aspects of digital customer experience will be considered.

(1) smart devices
(2) automation
(3) augmentation of the customer experience

Academic papers as well as case studies and conceptual proposals offering scientific, commercial, creative or cultural insights are welcome, and should be submitted in the first place in one of the following formats:

• Provocations – work-in-progress research or development projects
• Inspirations – case studies of completed industry projects (interactive campaigns, concept testing, experiments, products and services) with clear generalizable lessons
• Insights – completed research projects with clear implications for academia and practice

Abstract submission
All proposals for contributions should be written in 1-page abstract format, including the following sections – Title, Relevance to Call, Objective, Overview, Method, Findings, Generalisations.

Please submit a 1-page structured abstract to the chair by 8 March 2017 to be considered for inclusion in the programme. An informal discussion following abstract acceptance forms a vital part of the programme development and we look forward to working with you.

The symposium will take place on May 23rd 2017 in central London.

Chair:     Dr Julia Wolny, Academy of Marketing E-Marketing SIG Chair

Full information is available at

 

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