Creation of a maturity model to measure customer experience management by organizations

• Francisco Javier Gallardo García ^[2] ; Esther Pagán Castaño ^[2] ; Javier Sánchez García ^[1] ; María Guijarro García ^[2]
  1. [1] Universitat Jaume I

     Universitat Jaume I

     Castellón, España

     
  2. [2] ESIC Business & Marketing School
• Localización: Esic market, ISSN 0212-1867, Vol. 55, Nº 1, 2024
• Idioma: inglés
• DOI: 10.7200/esicm.55.343
• Enlaces
  • Texto completo
• Resumen

  • Objective: The purpose of this article is the creation of a comprehensive Customer Experience Management (CXM) maturity model, which identifies the critical factors that affect the improvement of business return through the optimization of customer experience.

    Methodology: The study is based on an exhaustive analysis of the most prominent professional and scientific maturity models, such as CXPA, Forrester and Qualtrics. It is complemented with a qualitative analysis using the Delphi method, in which experts in the field have taken part.

    Results: After several rounds, a comprehensive model was designed that encompasses six fundamental categories: strategy, culture, customer understanding, design, implementation and innovation, measurement and return. For each of these categories, a series of items were identified to assess organizations’ CXM maturity.

    Limitations: The main shortcoming is the use of qualitative analysis which, although rigorous, needs to be complemented with validity and reliability assessments, such as the Akert coefficient, to measure the consistency of the items in the study.

    Practical applications: This study provides a tool that will allow organizations, on the one hand, to assess their level of maturity, prioritize actions according to their return, identify an optimal route for the implementation of CX. And on the other hand, collectively focus the discussion and dissemination of practices or methodologies of interest to organizations seeking to improve their return through customer experience.

• Referencias bibliográficas
  • Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., y Zaki, M. (2018). Customer experience challenges:...
  • Bough, V., Ehrlich, O., Fanderl, H., y Schiff, R. (2023). Experience-led growth: A new way to create value. McKinsey & Company: März.
  • Burns, M., Gozala, M. E., Zoia, G., y Hartig, K. (2016). The Customer Experience Management Maturity Model. Forreseter Research.
  • Cai, R. R., Lu, L., y Gursoy, D. (2018). Effect of disruptive customer behaviors on others’ overall service experience: An appraisal theory...
  • Canedo, E. D., Calazans, A. T. S., Silva, G. R. S., Costa, P. H. T., y Masson, E. T. S. (2023). Use of Journey Maps and Personas in Software...
  • Chauhan, S., Akhtar, A., y Gupta, A. (2022). Customer experience in digital banking: A review and future research directions. International...
  • De Keyser, A., Lemon, K. N., Klaus, P., y Keiningham, T. L. (2015). A framework for understanding and managing the customer experience. Marketing...
  • El-Gazzar, R., Hustad, E., y Olsen, D. H. (2016). Understanding cloud computing adoption issues: A Delphi study approach. Journal of Systems...
  • Gahler, M., Klein, J. F., y Paul, M. (2023). Customer experience: Conceptualization, measurement, and application in omnichannel environments....
  • Gallardo-Garcia, J., Pagán-Castaño, E., Sánchez-Garcia, J., y Guijarro-García, M. (2023). Bibliometric analysis of the customer experience...
  • Giovanis, A. N., y Melanthiou, Y. (2017). Retailer loyalty in the online context: The influence of transactional and relational experiences...
  • Goode, M. R., Dahl, D. W., y Moreau, C. P. (2010). The effect of experiential analogies on consumer perceptions and attitudes. Journal of...
  • Gupta, S., y Vajic, M. (2000). The contextual and dialectical nature of experiences. En J. A. Fitzsimmons y M. J. Fitzsimmons (eds.), New...
  • Grønholdt, L., Martensen, A., Jørgensen, S., y Jensen, P. (2015). Customer experience management and business performance. International Journal...
  • Hasson, F., Keeney, S., y McKenna, H. (2000). Research guidelines for the Delphi survey technique. Journal of Advanced Nursing, 32(4), 1008-1015....
  • Helmer, O. (1966). The Delphi method for systematizing judgements about the future. University of California: Los Ángeles.
  • Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F. V., y Zaki, M. (2020). Customer experience management...
  • Hwang, J., y Seo, S. (2016). A critical review of research on customer experience management: Theoretical, methodological and cultural perspectives....
  • Ieva, M., y Ziliani, C. (2018). Mapping touchpoint exposure in retailing: Implications for developing an omnichannel customer experience....
  • Jaworski, B., y Kohli, A. K. (2014). Co-creating the voice of the customer. En R. F. Lusch y S. L. Vargo (eds.), The service-dominant logic...
  • Khodyakov, D., y Chen, C. (2020). Nature and predictors of response changes in Modified-Delphi panels. Value in Health, 23(12), 1630-1638....
  • Kozina, M., & Dusper, D. (2019). Assessing the Maturity of the Customer Experience Management: The Case of Financial Institution. En Central...
  • Landeta, J. (2006). Current validity of the Delphi method in social sciences. Technological Forecasting and Social Change, 73(5), 467-482....
  • Lazăr, A. I. (2018). Economic efficiency vs. positive and negative externalities. Review of General Management, 27(1), 112-118.
  • Lemon, K. N., y Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96....
  • Lévy-Garboua, L., & Montmarquette, C. (2007, May). A theory of satisfaction and utility with empirical and experimental evidences. En...
  • Linstone, H. A., y Turoff, M. (Eds.) (1975). The Delphi method. Addison-Wesley.
  • McConnell, J. D. (1968). An experimental examination of the price-quality relationship. The Journal of Business, 41(4), 439-444.
  • Maklan, S., y Klaus, P. (2011). Customer experience: are we measuring the right things? International Journal of Market Research, 53(6), 771-772....
  • Molinillo, S., Aguilar-Illescas, R., Anaya-Sanchez, R., y Carvajal-Trujillo, E. (2022). The customer retail app experience: Implications for...
  • Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge.
  • Payne, A., y Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167-176. https://doi.org/10.1509/jmkg.2005.69.4.167
  • Rawson, A., Duncan, E., y Jones, C. (2013). The truth about customer experience. Harvard Business Review, 91(9), 90-98.
  • Schmitt, B. H. (2010). Customer experience management: A revolutionary approach to connecting with your customers. John Wiley & Sons.
  • Tavşan, N., y Erdem, C. (2018). Customer experience management: How to design, integrate, measure and lead. Tasora Books.
  • Tempkin, B. (2012). The four customer experience core competencies. Tempkin Group.
  • Uhl, A., y Gollenia, A. (Eds.) (2012). A Handbook of Business Transformation Methodology. Routledge. https://doi.org/10.4324/9781315570631
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., y Schlesinger, L. A. (2009). Customer experience creation: Determinants,...
  • Woodside, A. G., Golfetto, F., y Gibbert, M. (2008). Customer value: theory, research, and practice. En A. G. Woodside, F. Golfetto, y M....