The impact of big data on customer experience

While today’s consumers are constantly informed through shopping sites, apps, and social media, they spontaneously share and exchange data on their interests and experiences. Thanks to the Internet, the volume of shared data in the past ten years has surpassed that of all previous human history. However, this ambition reflects a real need to adopt technologies that ensure reliable and intelligent inclusion of customer data. Companies integrating Big Data have become a critical focus in today’s landscape. Today, integrating Big Data appears to be a significant challenge for businesses. The main results of this study have provided insight into the necessary actions focused on key competencies and technical solutions. The interview analysis helped identify the most essential skills and technical solutions required to enhance customer experience through Big Data. Finally, given the rapid evolution of technology, companies must stay informed and continuously monitor technologies on the market to meet customer expectations and adapt to competitors.