Building a High Customer Experience Management Organization: Toward Customer-Centricity

Abstract

The dynamics involving market competition and the challenges of dealing with empowered customers, mean that creating and delivering relevant customer experience (CX) of service, is as important as creating product or services. Several studies have treated customer experience as though a front-desk, sales-point affair with the customer in the retailing environment, negating the critical role of organization-wide efforts in the overall customer experience management sequence. This review, however, adopts customer-centricity, as a theoretical lens to underscore the [re]configuration of organizational-level factors that are critical to adopting a high customer-experience centered organization. Based on the review, we highlight conditions for adopting high customer experience management organization: (a) developing an integrated CX strategy, (b) CX-based knowledge management, (c) organizational re-design that supports CX-management, (d) top management commitment, (e) integrated CX IT systems, and (f) CX-oriented HR policies. These practices are only necessary conditions, but not sufficient, for creating, delivering relevant and sustainable customer experience. However, more robust empirical studies are needed to advance the application of organization-wide customer experience management, which vary across industry, products/services, and sector.

Combining corporate environmental sustainability and customer experience management to build an integrated model for decision-making

“…This study responds to calls to integrate CEM and CES to guarantee a long-term competitive advantage (Pardo-Jaramillo et al. , 2020; Ceesay, 2020; Forrester, 2010).…”

“…Within the current debate on environmental priorities and customer-centricity there is a call for research on why it is that the customer and the environment are so rarely, in practice, put at the heart of business (Signori et al, 2019). This study responds to calls to integrate CEM and CES to guarantee a long-term competitive advantage (Pardo-Jaramillo et al, 2020;Ceesay, 2020;Forrester, 2010).…”

The Challenges of Modern Economy on the Competencies of Knowledge Workers

“…Thus, the focus of organisations is more on meeting customers' demands. Since these demands are very dynamic, the organisation must reinvent itself by developing integrated strategies to meet them (Ceesay, 2020).…”

“…Competence is required as KWrs are responsible for knowledge creation and improving innovation (Horibe, 1999;Maruta, 2012). Modern organisations focus on meeting customers' demands and reacting based on the customers' needs (Ceesay, 2020). Customer centricity forms the basis of modern organisations.…”

Effect of Customer Experience and Customer Value Towards Customer Loyalty and Satisfaction on B2B Food and Beverage Sector

“…Organizations must focus on customer experience to create a seamless total experience and maintain customer loyalty. Ceesay (2020) added that some organizations have no clue about the importance of customer experience and often neglect it. However, this is the moment where organizations should maintain and keep a good relationship with customers rather than focus on boosting sales.…”