Hello Prof Dr Phil Klaus...

- After successfully conceptualizing and measuring Customer Experience (CX) in a wide variety of contexts worldwide, we recently explored CX management practices and their link to profitability. Our next aim, however, and by we I refer to a 'dream team' of scholars and managers, such as Bo Edvardsson, CTF, Tim Keiningham, Ipsos Loyalty, and Kay Lemon, Boston College, are eager to develop a conceptual “chassis” of CX strategy, linked to, and founded in both, academic and business literature. This chassis and corresponding activities aim to not only create a set of tools that shape practice and the conversation around CX, but also to train future managers, and shift their thinking. Our unique contribution emphasizes on the strategic level of CX management, developing what I title a 'Theory of Relevance.' We posit that marketing should own both, customer experience and customer relationship management. Thus, marketing leads the strategic agenda to influence and guide how relationships are build, influenced, and monitors all parts of the customer experience. CX management, however, does not live in a functional area, and practical solutions are needed to address the difficulties and opportunities on a strategic level. In summary, our main contribution is to use CX as a platform to not only challenge, but also change the way to think about, and ultimately conduct business for managers and scholars alike. Quite a challenge indeed, but an exciting one, and we wouldn’t want it any other way.
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