Beyond the snafu: Research directions in customer experience-led business transformation

Understanding and managing the customer experience (CX) is paramount for organizations aiming to enhance their business performance. However, despite significant investments in improving CX, the high failure rate of CX management programs shows that effectively executing CX-led business transformations can be a true snafu. While academic literature on CX is abundant, research on how executives and managers can implement CX within their organizations remains limited. Meehan’s interview (2024 – this issue) with Piyush Gupta offers valuable insights into this aspect, serving as a foundation for further exploration. This paper offers an initial conceptualization of a CX-led business transformation and identifies areas ripe for new research streams on CX management.