The 3 Types of CX Management Practice

Abstract

In order to produce a typology of CX practice, we use the CX strategy and management dimensions we explored and established in the last chapter. Our primary research team, consisting of some of the leading marketing researchers, scrutinized each of the 14 CX case studies and interviews individually, according to the five dimensions of CX practice. In order to do this, we converted the key ingredients of each dimension in a corresponding statement (see Table 3.2).