Striking the Right Balance: How to Design, Implement, and Operationalize Customer Experience Management Programs

  • Philipp “Phil” KlausEmail author
  • Bo Edvardsson


In today’s economy companies focus on generating customer loyalty and a competitive advantage by creating favorable customer experiences (CX) (Badgett et al. 2007). Customer’s value perceptions are the outcome of their customer experiences (Meyer and Schwager 2007). Therefore, companies need to design, implement and manage corresponding customer experiences. Klaus and Maklan (2012) posit that CX recently receives significant attention as a business performance driver, and scholars and companies alike agree that CX is a, if not the, key strategic objective (Verhoef et al. 2009). Some companies develop a CX strategy to emphasize the strategic importance of experiential value, but both, scholars and managers struggle to understand fully the multifaceted concept of CX and its impact on financial performance (Klaus and Maklan 2013).


Customer Satisfaction Service System Emotional Attachment Customer Behavior Customer Experience 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  1. 1.Prof. Dr. Phil Klaus & Associates ConsultingLondonUK
  2. 2.CTF-Service Research Center and Vice RectorKarlstad UniversityKarlstadSweden

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