This chapter brings all the key points from each of the earlier chapters together towards a framework for crafting and executing an effective customer experience (CX) strategy. We go back to the ‘how of customer experience management (CEM)’ discussed in the first chapter and connect the dots for the readers through the process and include the common roadblocks and challenges that come in the way to achieve CX results. In this chapter we also link up customer experience to the big ideas of customer centricity and customer engagement. Finally, we discuss the future of customer experience and how CXM/CEM continued to evolve during the COVID-19 pandemic.
Popli, S. and Rishi, B. (2021), "Customer Experience Management – The Road Ahead", Popli, S. and Rishi, B. (Ed.) Crafting Customer Experience Strategy, Emerald Publishing Limited, Bingley, pp. 199-218. https://doi.org/10.1108/978-1-83909-710-220211011
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