The architecture of the phygital customer journey: a dynamic interplay between systems of insights and systems of engagement

Purpose: This paper aims to focus on how companies shape the architecture of a phygital customer journey through the exploitation of smart technologies. Design/methodology/approach: The research adopts a qualitative method using a grounded theory approach involving leading players in digital customer solutions and service providers from different industries. Findings: The shaping of the architecture of the phygital customer journey comes from the interplay between systems of insights and systems of engagement activated by multiple customer-provider interactions in an entanglement of physical and digital contexts. Practical implications: Companies need to design a blended approach to bridge disconnected contexts, capture new opportunities and provide customer engagement along the entire journey. Originality/value: This study depicts the “phygital customer journey” under systems of insights and systems of engagement: These systems operate as dynamic architectures to capture insights and engage customers.