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Striking the Right Balance: How to Design, Implement, and Operationalize Customer Experience Management Programs

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Abstract

In today’s economy companies focus on generating customer loyalty and a competitive advantage by creating favorable customer experiences (CX) (Badgett et al. 2007). Customer’s value perceptions are the outcome of their customer experiences (Meyer and Schwager 2007). Therefore, companies need to design, implement and manage corresponding customer experiences. Klaus and Maklan (2012) posit that CX recently receives significant attention as a business performance driver, and scholars and companies alike agree that CX is a, if not the, key strategic objective (Verhoef et al. 2009). Some companies develop a CX strategy to emphasize the strategic importance of experiential value, but both, scholars and managers struggle to understand fully the multifaceted concept of CX and its impact on financial performance (Klaus and Maklan 2013).

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Author information

Authors and Affiliations

  1. Prof. Dr. Phil Klaus & Associates Consulting, London, UK

    Philipp “Phil” Klaus

  2. CTF-Service Research Center and Vice Rector, Karlstad University, Karlstad, Sweden

    Bo Edvardsson

Authors
  1. Philipp “Phil” Klaus
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  2. Bo Edvardsson
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Correspondence to Philipp “Phil” Klaus .

Editor information

Editors and Affiliations

  1. SDA Bocconi School of Management, Milan, Milano, Italy

    Enzo Baglieri

  2. UCLA Anderson School of Management, Los Angeles, California, USA

    Uday Karmarkar

Appendix: Sample Profile

Appendix: Sample Profile

Title

Sector

Company headquarters

Head of Customer Experience

Financial Services

Germany

Global Loyalty Manager Retail

Retail

England

Head of Marketing

Telecommunication

Spain

COO Marketing

Financial Services

England

VP Customer Experience

Financial Services

Sweden

Chief Marketing Officer

Financial Services

England

Head of Customer Experience

Management Consultancy

United States

Customer Experience Officer

Professional Services

England

Quality Control Director

Airline/Transport

Spain

Head of Marketing

Accommodation and Food

Sweden

VP Customer Experience

Transport

Italy

Head of Customer Experience

IT

Luxembourg

CEO

Construction

England

Head of Customer Experience

Recreation

United States

Head of Customer Experiences

Accommodation and Food

Finland

Chief Customer Officer

Management Consultancy

United States

Customer Experience Director

Telecommunication

Spain

Senior Director Customer Experience

Retail

United States

Head of Service Management

Telecommunication

Sweden

VP Strategic Marketing

Transport

Canada

CEO

Professional Services

United States

Customer Strategy Director

Travel

Germany

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Klaus, P.“., Edvardsson, B. (2014). Striking the Right Balance: How to Design, Implement, and Operationalize Customer Experience Management Programs. In: Baglieri, E., Karmarkar, U. (eds) Managing Consumer Services. Springer, Cham. https://doi.org/10.1007/978-3-319-04289-3_5

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