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Klaus, Philipp "Phil" and Edvardsson, Bo and Maklan, Stan Developing a Typology of Customer Experience Management Practice - From Preservers to Vanguards Klaus et al. (2012). Conference Proceedings The 12th INTERNATIONAL RESEARCH CONFERENCE IN SERVICE MANAGEMENT.

[img] PDF (In a ground-breaking study under the leadership of Dr Phil Klaus, Professor of Marketing and Sales at ESCEM School of Business and Management, cooperating with Professor Bo Edvardsson, Karlstad University, Director of CTF Center for Service Research, and ) - Published Version
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    Abstract

    The phenomenon of customer experience (CE) is of increasing interest to both academics and business executives. Researchers believe that successful CE programs improve customer value since it is experiential. The link between customer value and firm performance is widely assumed. In order to determine which strategies and practices most influence performance, we first have to understand and develop a typology of CE practice. Based on a review of the literature and 14 in-depth interviews with CE managers, this article presents a typology of current CE management practice. The typology classifies CE management based on five dimensions: CE definitions, scope, and objectives; governance of CE; management of customer experience; CE policy development; and CE challenges. The three emerging categories from the data differentiate CE strategies and management by preservers, transformers, and vanguards. The insights gained from our study increase our understanding of current CE management practice and its crucial link to performance. Keywords customer experience; customer experience management; customer experience strategy; customer experience practice; marketing practice; typology

    Item Type: Article
    Uncontrolled Keywords: customer experience; customer experience management; customer experience strategy; customer experience practice; marketing practice; typology
    Subjects: Business and Administrative studies > Business studies > International Business studies
    Business and Administrative studies > Management studies > Management studies not elsewhere classified
    Business and Administrative studies > Marketing
    Divisions: UNSPECIFIED
    Depositing User: Prof Phil Klaus
    Date Deposited: 18 Nov 2012 12:50
    Last Modified: 18 Nov 2012 12:50
    URI: http://opendepot.org/id/eprint/1524

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