Customers engage with the organisations that deliver them superior experiences. Every successful organisation is striving to engage with by providing them superior product and service offerings bundled with memorable experiences. Many companies have realised that the road to better customer retention and gradual increase in profits is through offering efficient customer experience. Well-crafted customer experience also acts as a competitive edge for the company to stay ahead of competitors. Therefore, the objective of this chapter is to understand whether CX happens by accident or it happens through a proper process. This chapter will introduce various existing CX models and also proposes design thinking approach for successful implementation of CX. While most of the existing CX models are relevant for developed economies, the design thinking approach to CX is proposed for managing CX in emerging markets.
Girija, S. and Sharma, D.R. (2021), "Customer Experience by Design or by Accident", Popli, S. and Rishi, B. (Ed.) Crafting Customer Experience Strategy, Emerald Publishing Limited, Bingley, pp. 117-128. https://doi.org/10.1108/978-1-83909-710-220211007
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