Customer Experience Management – a guided Framework for Qualitative Research

Abstract

Customer experience (CX) has received remarkable attention in recent years by scholars and practitioners, but there is still ongoing debate about how to manage the increasingly complex set of customer interactions. One of the key challenges in academia is to define an appropriate research framework and methodology that is capable of providing a holistic view on the complex set of touchpoints across the entire customer journey. This paper applies established principles in the field of process management, experiential marketing, service design and service quality to the field of CX. The outcome is a conceptual framework that can be used to conduct semi-structured interviews with companies and to study how interactions between customers and companies are planned, executed, and controlled. Insights from this study will help to facilitate the fieldwork necessary to develop an integrated model of CX for managing the complex set of customer touchpoints across different channels and platforms.