Objective:
Since the mid-1950s, many subjects related to customer experience, including measuring the customer experience, its effect on loyalty and brand, etc. have been studied because building a strong customer experience is currently one of the most important management goals. The explosion of potential touch points and diminishing control over the customer experience requires companies to integrate multiple business functions such as IT, service operations, logistics, marketing, human resources, external partners, and supply chains to create and deliver a positive customer experience. The purpose of this study is to systematically review organizational factors and components effective on customer experience management using the meta-synthesis method.
Methodology:
Organizational factors and components affecting customer experience management maturity have been identified using the meta-synthesis method. The seven-step model of Sandlowski and Barroso (2006) was used to explain the meta-synthesis methodology. The study dataset includes 106 papers and articles published in reputable scientific journals and credible websites from 2000 to 2021. Ultimately, 24 articles were thoroughly examined, and codes and concepts were extracted.
Findings:
After analyzing the papers which are used, the codes were extracted and labeled based on similarity and frequency of replication in 10 main themes, 26 concepts and 116 open codes (with replication). Finally, the results of the analysis are presented in the form of a table of factors and components. These 10 themes, which are considered as the main organizational factors, include: 1. System, technology and channels based on customer experience, 2. A framework for aligning processes with customer experience, 3. Customer experience change management, 4. Customer experience vision, strategy and goals, 5. Customer experience governance, 6. Customer-centric culture, 7. Customer experience insight and knowledge management, 8. Customer experience design and implementation process, 9. Customer experience-based human resource management, 10. Customer experience-focused leadership.
Conclusion:
By combining and integrating the researches, a comprehensive model has been presented in relation to the factors affecting the customer experience management maturity in the organization. The results show that for the successful implementation and maturity of customer experience management and improving the customer experience as its final result, all elements of the organization are involved and it is a fundamental and pervasive change in the organization. It means that the change starts from the goals, vision and strategies of the organization and it impacts on not only the infrastructures, technology, processes and data, but also the human resources, the culture and style of leadership. And as a powerful approach, it needs its own governance and processes to guarantee success and institutionalize it across the organization. Meanwhile, attention to the alignment frameworks between current business processes, vision and strategies with customer experience is so important as well.