Abstract

This theoretical paper aims to approach the major customer value drivers and then, describe the main five stages required to support customer experience (CX) professionals in order to conceive, design and implement CX improvement projects. The CX focuses on customer’s perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, systems, channels, or products. The CX encompasses every interaction the customer has with an organisation throughout the customer lifecycle through multichannel. Generally speaking, providing a good experience can affect and impact customer satisfaction, loyalty, and engagement. Business companies recognised the competitive advantage of CX and the value creation reside not only in what a company delivers for its customers but in how it delivers products and services. Therefore, a positive CX requires coordination across different functions within an organisation, for instance, marketing, product or service development, customer care, operations, or retail branches.

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