The practices connecting CX management to results are branding and customer service.
This is the case no matter whether the incentive is to respond to customer’s expectations or a desire to stand out. Managers often feel that a great customer experience supports a brand by delivering its core benefits and values consistently across various customer touchpoints and channels.
The CX development process often starts with touchpoint mapping that identifies the critical moments where CX was enhanced or reduced. Subsequently, service process redesign is carried away to integrate the channels. Customer’s loyalty is perceived as a direct outcome of (high) customer satisfaction.
Dr Phil Klauss developed a measure for EXQ (customer experience quality) to identify not only what constitutes the customer experience, but also to explain important customer behavior, such as repurchasing and word-of-mouth recommendation. EXQ measures the customers’ assessment of their experience quality on three dimensions: brand experience, service experience, and post-purchase/consumption experience.