The 3 Types of CX Management Practice

Abstract

In order to produce a typology of CX practice, we use the CX strategy and management dimensions we explored and established in the last chapter. Our primary research team, consisting of some of the leading marketing researchers, scrutinized each of the 14 CX case studies and interviews individually, according to the five dimensions of CX practice. In order to do this, we converted the key ingredients of each dimension in a corresponding statement (see Table 3.2). The corresponding statements read as follows: BEN-We manage our customer experience as a means of reinforcing our brand's values. BMBP-We have a definite business model for customer experience management that defines the concept, its purpose, expected outcomes , and the resources it will receive. BOI-Linking customer-facing employees with back-office or operational systems is vital to delivering excellent customer experience. BPRO-Customer experience practices are supported by systematic analysis that assesses customers' expectations, the experience delivered P. Klaus, Measuring Customer Experience