Implementing a CX strategy is challenging.
Managers, in order to master this challenge, need to define a clear scope that matches their strategy, and determine an achievable plan to develop it.
First, we need to establish a typology of CX practice based upon how firms actually strategize, practice, and manage their customer experience programs. This typology allows managers to define a level of ambition, scope their efforts, and calibrate their investment accordingly. A typology of CX management is therefore an ideal starting point for firms that want to understand the quality of existing CX practice and plan for CX development systematically.