Building a sustainable high-performance customer experience and product performance (CxPP): the JJV experience

Abstract

Purpose

The paper provides insight on the customer experience through product performance (CxPP) initiative; which was developed by Johnson & Johnson Vision to monitor and conduct product performance improvements to enhance the customer experience effort and protect sales. The piece explains the basic tenets for CxPP execution and upkeep. It also explains the methods used to create, evaluate and monitor the CxPP initiative while illustrating the ways in which the initiative functions and adds value to any firm implementing it.

Design/methodology/approach

The paper utilizes a descriptive approach to explain the basic tenants of the CxPP initiative. The paper utilizes the define, measure, analyze, improve and control (DMAIC) framework to explain the tenets of the CxPP initiative. Each section of the paper utilizes descriptions of internal processes and research to further explain and justify implementation of the CxPP imitative across firms. Moreover, the piece explains the methods used to create, evaluate and monitor the CxPP initiative while illustrating the ways in which the initiative functions and adds value to the firm.

Findings

According to JJV Quality Assurance experts, the CxPP initiative is a long-term approach that supports synergy across departments to enhance product quality, improve customer satisfaction and protect sales. By implementing the CxPP approach, JJV was able to uncover and solve four distinct defect categories that affect product quality and customer experience, thus demonstrating the importance and benefits of the CxPP initiative for any organization.

Research limitations/implications

Due to the chosen research approach, the study lacks specificity. As a result, it is recommended that future implementation of the proposed initiative opts for more testable propositions.

Practical implications

Due to competitive considerations, note that no empirical data will be shared in the findings. The scaling of the principles of this approach should be universal. But the execution; types of projects, type of customer need and feedback should be specific to each environment.

Originality/value

This paper fulfills an identified need to study the relationship between product quality, customer satisfaction and sales.

Citation

Barre, V., Ramos, D.O., Medovich, C., Lovera, G. and Hoch, M. (2021), "Building a sustainable high-performance customer experience and product performance (CxPP): the JJV experience", The TQM Journal, Vol. 33 No. 8, pp. 1806-1824. https://doi.org/10.1108/TQM-12-2020-0309