Figure 1From “What is customer experience management?”
Customer experience management: three resources, eleven parts
A programme that has only capabilities, or only a mindset, has part of customer experience management. The table shows which part.
Figure 1Customer experience management: three resources, eleven parts
| Resource | Part | What it means |
|---|---|---|
| Cultural mindsets | Experiential response orientation | The belief that cognitive, sensorial, affective, relational and behavioural responses at touchpoints are equally important for loyalty |
| Touchpoint journey orientation | The belief that journeys across prepurchase, purchase and postpurchase should be the main object of market-facing decisions across the firm | |
| Alliance orientation | The belief that alliances with other firms, by aligning the touchpoints in a customer's wider environment, serve loyalty | |
| Strategic directions | Thematic cohesion | Core touchpoints extend along one brand theme |
| Consistency | Corporate identity elements stay the same across touchpoints | |
| Context sensitivity | Touchpoints fit the customer's situation and the touchpoint's own features | |
| Connectivity | Online and offline touchpoints are integrated for seamless transitions | |
| Firm capabilities | Touchpoint journey design | Planning possible journeys and passing their requirements to product, sales and communications |
| Touchpoint prioritization | Reallocating money, technology and people across touchpoints on a data-driven scheme | |
| Touchpoint journey monitoring | Collecting touchpoint-specific performance indicators in line with the journey view | |
| Touchpoint adaptation | Enriching those indicators with customer research to propose new touchpoints or journeys |
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Source: Homburg et al. (2017), Table 4, p. 388, condensed. The third column is the author's paraphrase of each description.
Source and evidence
Each line names a claim related to this exhibit, its source, and how it was checked.
- A HJK17-C2 Homburg et al.'s formal definition of CEM (p. 384): "CEM refers to the cultural mindsets toward CEs, strategic directions for designing CEs, and firm capabilities for continually renewing CEs, with the goals of achieving and sustaining long-term customer loyalty."Homburg, Jozic & Kuehnl. (2017)
- A HJK17-C5 A grounded-theory study integrating interviews with 52 managers; CEM is a firm-wide approach with three main categories; firms of 97 to 164,000 employees in manufacturing and services, sampled across consumer industries (pp. 377, 382, 384); they use their own definition of the experience, with affective and relational responses: "field-based insights of 52 managers engaging in CEM with supplementary literature"; "a firm-wide management approach that entails three main categories: a firm’s (1) cultural mindsets, (2) strategic directions, and (3) capabilities"; "The size of the 52 consulted firms varied between 97 and 164,000 employees"; "diversity in size and consumer industries engaging in"; "which comprise both manufacturing (e.g., apparel, consumer electronics, health care) and services (e.g., information and communication, financial services, online retailing)"; "sensorial, affective, cognitive, relational, and behavioral responses"Homburg, Jozic & Kuehnl. (2017)
- A HJK17-C6 Table 4 describes the eleven categories: three mindsets, held as beliefs ("The mindset that ..."), four strategic directions and four capabilities, the capabilities being the process-oriented form of the other two (pp. 386, 388): "The mindset that touchpoint journeys across prepurchase, purchase, and postpurchase situations should be the main object of market-facing decision making across the firm"; "The direction to functionally integrate multiple touchpoints across online and offline environments for seamless transitions between one and another"; "The capability of planning potential touchpoint journeys as a means for business planning and modeling"; "These can be understood as the process-oriented manifestation of the other two CEM categories"Homburg, Jozic & Kuehnl. (2017)
- B CXM-OWN-C2 Figure 1 condenses Homburg et al.'s Table 4 into three resources and eleven parts, paraphrased, with the three mindsets kept as beliefs; it is the authors' coding of 52 interviews with supplementary literature, not a tested model of loyalty.Author paraphrase of HJK17-C5, HJK17-C6 and HJK17-C9
Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.
From the essay
Growth that compounds
What is customer experience management?
Customer experience management makes the whole journey of touchpoints, even those a firm does not own, the object of management. Its research is young.
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