Digital Footprint and Its Impact on Improving Customer Experience: An Exploratory Study of a Sample of Internet Companies in Nineveh Governorate

Background: Despite Internet Service Providers (ISPs) collects and builds customers' digital traces, very limited evidence exists in the contexts of Iraqi (ISPs) on how such data are utilized for customer experience (CX) enhancements. Methodology: Data were collected through online structured questionnaire from 319 employees and managers of different (ISPs) in Nineveh Governorate/Iraq. The study used the individual respondent as the unit of analysis and evaluated customer-experience enhancement from the viewpoint of (ISPs). Digital footprint practices and the perceived improvement of (CX) were assessed using a five-point Likert scale. Descriptive statistics, reliability analysis, correlation tests & simple linear regression were used to analyze the data. Results: However, the results of statistical analysis show that digital footprints can significantly drive service personalization and operational efficiency. However, the results indicate a strong implementation gap between data collection and its fulfillment for enabling customer interactions creating value. Conclusion: This paper concludes with a salient insight; for (ISPs) to use the digital Footprint of their customers and residual data left by these customers towards improving the quality of their offerings, they should embrace an approach that is balanced, evidence-based alongside transparent accounting for privacy concerns that underpins user trust.