Purpose

Customer Experience Management (CXM) has already outgrown its infancy and must now position itself for long-term strategic success. However, the best Customer Experience Strategy (CXS) is worth little if not implemented effectively. Therefore, the present study investigated the determinants of the successful implementation of CXS and its results.

Design/methodology/approach

Key success factors were identified based on intensive desk research complemented by an exploratory qualitative study. The relevance of these determinants and the impact of successful CXS implementation were examined in a quantitative study involving 264 Customer Experience (CX) managers from several countries.

Findings

The results demonstrate the significant positive effects of the four determinants of top management support, CX-related organizational involvement, CX measurement ability, and internal use of CX data on CXS implementation success. Additionally, cross-functional working acts as a moderator. Moreover, the findings show the positive effects of successful CXS implementation on organizational customer orientation and customer relationship performance. Finally, our findings lead to essential theoretical and managerial implications.

Originality/value

While previous studies focused on CX or CXM, this study contributes to the research field by empirically testing the central determinants of successful CXS implementation and demonstrating the firm-internal (organizational customer orientation) and firm-external (customer relationship performance) effects of successful CXS implementation.

中文翻译：

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客户体验策略的成功实施：决定因素和结果

 目的

客户体验管理 (CXM) 已经不再处于起步阶段，现在必须为长期战略成功做好准备。然而，如果不能有效实施，最好的客户体验策略 (CXS) 也毫无价值。因此，本研究调查了 CXS 成功实施的决定因素及其结果。

设计/方法论/途径

根据深入的案头研究并辅以探索性定性研究，确定了关键的成功因素。一项涉及来自多个国家的 264 名客户体验 (CX) 经理的定量研究检验了这些决定因素的相关性以及成功实施 CXS 的影响。

 发现

结果表明，高层管理人员的支持、CX 相关组织参与、CX 衡量能力以及 CX 数据的内部使用这四个决定因素对 CXS 实施成功具有显着的积极影响。此外，跨职能工作也起到了调节作用。此外，研究结果表明，成功实施 CXS 对组织客户导向和客户关系绩效产生积极影响。最后，我们的研究结果产生了重要的理论和管理意义。

 原创性/价值

虽然之前的研究主要集中在 CX 或 CXM，但本研究通过实证测试成功 CXS 实施的核心决定因素并展示成功 CXS 对公司内部（组织客户导向）和公司外部（客户关系绩效）的影响，为该研究领域做出了贡献执行。