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

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.