CX Strategies and Management Practices

Abstract

2 3 best approach to master these challenges? First, we need to establish a typology of CX practice based upon how firms actually strategize, practice, and manage their customer experience programs. This typology allows managers to define a level of ambition, scope their efforts, and calibrate their investment accordingly. A typology of CX management is therefore an ideal starting point for firms that want to understand the quality of existing CX practice and plan for CX development systematically. Typologies are a useful approach for thinking about management strategies. Doty and Glick (1994) argue that when "properly developed and fully specified, [typologies] are complex theories that can be subjected to rigorous empirical testing" (p. 231). A CX strategy and management practice typology is therefore a systematic classification of all existing practices in order to understand how these practices work, and, in a subsequent stage, how the different practices relate to profitability. How we did it … the method I am aware that the audience for Measuring Customer Experience ranges from scholars to managers, but I strongly believe that it is important to demonstrate and share the rigor leading to the typology. My colleagues and I used expert informant interviews to generate data about the meaning of CX management practice and the boundaries of the domain it covers. Our research protocol follows that suggested for exploratory work in well-cited research (e.g., Ericsson & Crutcher 1990). Moreover, the protocol is based on a comprehensive literature review and extant studies exploring marketing practice (Coviello et al. 2002) (see Figure 2.1).