Navigating Through the Digital Gates: Customer-Centric Services and Well-Being

Globally, the free trade flow, technological innovations, and unpredictable healthcare crises have changed the world order. However, business functions, such as marketing and human resource, did not remain immune to the changes and significantly benefited from them. For example, technological advancements have helped brands co-create values for their customers. Interestingly, research on the juxtaposition of technology and customer-centric approaches in marketing has not received much attention. In this chapter, the authors have shed some light on the role of technology, best practices in human resource management, and customer-centric services in building unique selling points (USP) for brands. The authors have taken cases from industries including civil aviation, food delivery, and financial services, among others, to illustrate the importance of digital services in ensuring the high well-being of customers.