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Over the last decade, customer experience management has gradually emerged as the most important activity for organisations. Organisations have turned towards leveraging the ubiquitous and easy-to-use technology in enhancing and enabling experience for the time-crunched customers of today who are looking for greater convenience and choices. It is therefore not surprising that disruptive technologies such as smartphones, virtual and augmented reality, cloud computing, big data analytics, Internet of things, artificial intelligence and robotics have also found their way into the design of customer experience. This chapter aims to present an overview of the technologies that have transformed the customer experience landscape. This chapter contributes by showcasing two illustrative cases from very diverse domains, a private sector bank and a public sector transportation organisation, to elucidate how India, a rapidly developing economy, is embracing technology to enhance the customer experience.

Annotation is a practice that is familiar to many of us, and yet it is a practice so natural that it is hard to pin down its characteristics, to find where its edges are, and identify what it does for us. In this piece, we use reflections on the practices of annotation in four fields of work: academia, software engineering, medical sonography and visual art as a point of departure to theorise annotation as a set of practices that bridge reading, writing and thinking. We think about annotation being performative and consider what and how it brings into being. Revealing hidden practices in our working lives, such as annotation, helps us to understand how knowledge comes to be created, disseminated, legitimated and popularised. To this end, we make the practices of annotation involved in writing the present piece visible in an effort to write differently in management and organisation studies, unpicking and exposing it as ever dialogical and unfinished.