Customer experience management
Table of contents
1. Lecture 1: Introduction to CX management..................................................1
2. Lecture 2: How to measure the customer experience?................................10
3. Lecture 3: Guest lecture – Introduction to marketing measurement models. 15
4. The marketing response curve..................................................................18
5. Lecture 4: Guest lecture – Creating Social Value.........................................19
6. Lecture 5: Customer Experience Appropriation..........................................22
7. Article: Rafi (2023)..................................................................................27
8. Lecture 6: Customer Experience Disruptions..............................................29
9. Lecture 7: Guest lecture – Investigating technology...................................31
10. Lecture 8: Automated customer experience.............................................33
1. Lecture 1: Introduction to CX management
1.1 Getting started with “Customer experiences”
Defining customer experience
1
,“Customer experience is a multidimensional construct focusing on a
customer’s cognitive, emotional, behavioral, sensorial and social
responses to a firm’s offerings during the entire purchase journey.”
(Lemon & Verhoef, 2016).
What is customer experience management?
- CXM is the strategic design and coordination of all customer
interaction to create positive, consistent and valuable experiences
across the entire customer journey.
- It aims to improve satisfaction, loyalty and business performance.
Marketing’s evolution
The customer has always been central to marketing.
Marketing evolved from understanding customer needs (orientation)
to managing every interaction and emotion along the journey
(experience).
Figure 1 - The customer as the essence of marketing.
What customers really want
People don’t buy products but satisfying experiences (Abbott, 1955).
CX captures the emotional and experiential value of consumption.
The process of customer experience
CX is created through a sequence of touchpoints across the pre-
purchase, purchase and post-purchase stages.
Each stage includes brand, partner, customer and social
touchpoints.
Past experiences feed into current and future ones, showing CX as a
continuous feedback loop.
2
,Figure 2 - Current customer experience (process model)
Touchpoints
Brand-owned: controlled by the firm (ads, stores, websites).
Partner-owned: co-managed with distributors or platforms.
Customer-owned: created by the customer (decision, self-service).
Social/external: peers, reviews and community influences.
Figure 3 - Different types of touchpoints (Lemon & Verhoef, 2016)
Customer journey structure
Pre-purchase: recognizing needs, searching, evaluating.
Purchase: choosing, ordering, paying.
Post-purchase: using, engaging, requesting service.
Figure 4 - Slicing the customer journey (Lemon & Verhoef, 2016).
3
, The reality is more complex
Real journeys are non-linear and complex, mixing online and offline
interactions.
Figure 5 - Example of a real customer journey
Creating and capturing value
Firms create value for customers through positive experiences along
the way.
They capture value from customers through loyalty and long-term
relationships.
Figure 6 - Creating and capturing value
1.2 The touchpoints, context, qualities (TCQ) perspective
Customer experiences are formed through touchpoints which are
embedded in a broader context and marked by a set of qualities that
result in a value judgement by the customer.
The TCQ model
Framework from de Keyser et al. (2020) with three building blocks:
1. Touchpoints – points of interaction
4
Table of contents
1. Lecture 1: Introduction to CX management..................................................1
2. Lecture 2: How to measure the customer experience?................................10
3. Lecture 3: Guest lecture – Introduction to marketing measurement models. 15
4. The marketing response curve..................................................................18
5. Lecture 4: Guest lecture – Creating Social Value.........................................19
6. Lecture 5: Customer Experience Appropriation..........................................22
7. Article: Rafi (2023)..................................................................................27
8. Lecture 6: Customer Experience Disruptions..............................................29
9. Lecture 7: Guest lecture – Investigating technology...................................31
10. Lecture 8: Automated customer experience.............................................33
1. Lecture 1: Introduction to CX management
1.1 Getting started with “Customer experiences”
Defining customer experience
1
,“Customer experience is a multidimensional construct focusing on a
customer’s cognitive, emotional, behavioral, sensorial and social
responses to a firm’s offerings during the entire purchase journey.”
(Lemon & Verhoef, 2016).
What is customer experience management?
- CXM is the strategic design and coordination of all customer
interaction to create positive, consistent and valuable experiences
across the entire customer journey.
- It aims to improve satisfaction, loyalty and business performance.
Marketing’s evolution
The customer has always been central to marketing.
Marketing evolved from understanding customer needs (orientation)
to managing every interaction and emotion along the journey
(experience).
Figure 1 - The customer as the essence of marketing.
What customers really want
People don’t buy products but satisfying experiences (Abbott, 1955).
CX captures the emotional and experiential value of consumption.
The process of customer experience
CX is created through a sequence of touchpoints across the pre-
purchase, purchase and post-purchase stages.
Each stage includes brand, partner, customer and social
touchpoints.
Past experiences feed into current and future ones, showing CX as a
continuous feedback loop.
2
,Figure 2 - Current customer experience (process model)
Touchpoints
Brand-owned: controlled by the firm (ads, stores, websites).
Partner-owned: co-managed with distributors or platforms.
Customer-owned: created by the customer (decision, self-service).
Social/external: peers, reviews and community influences.
Figure 3 - Different types of touchpoints (Lemon & Verhoef, 2016)
Customer journey structure
Pre-purchase: recognizing needs, searching, evaluating.
Purchase: choosing, ordering, paying.
Post-purchase: using, engaging, requesting service.
Figure 4 - Slicing the customer journey (Lemon & Verhoef, 2016).
3
, The reality is more complex
Real journeys are non-linear and complex, mixing online and offline
interactions.
Figure 5 - Example of a real customer journey
Creating and capturing value
Firms create value for customers through positive experiences along
the way.
They capture value from customers through loyalty and long-term
relationships.
Figure 6 - Creating and capturing value
1.2 The touchpoints, context, qualities (TCQ) perspective
Customer experiences are formed through touchpoints which are
embedded in a broader context and marked by a set of qualities that
result in a value judgement by the customer.
The TCQ model
Framework from de Keyser et al. (2020) with three building blocks:
1. Touchpoints – points of interaction
4
