Developing a typology of customer experience management practice – from preservers to vanguards

The phenomenon of customer experience (CE) is of increasing interest to both academics and business executives. The current literature on the practice and management of CE, while multifaceted, lacks conceptual and strategic direction. Marketing research believes CE interactions and strategies have a positive influence on the customer perceived value since value is experiential, resulting in financial returns. In order to determine which one of these strategies and practices will have the most positive influence on organizational performance, we first have to understand current CE practice and develop a typology of such practices. Our paper submits a typology of these practices. Our proposed typology can help firms scope their ambition and establish a realistic development path for their investments in new experience-creating capabilities.