Document Type : Research Paper
Authors
1
Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin Branch, Iran
2
Kambiz Heidarzadeh, Assoc. Prof. Dr. Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran Address: North Satari Highway, 1477893855 Tehran, Iran Website: www.srbiau.ac.ir
3
Institute for Humanities and Cultural Studies, Tehran, Iran
4
Department of Mathematics, Qazvin Branch, Islamic Azad University, Qazvin
10.22059/jibm.2022.349658.4469
Abstract
Objective: Since the mid-1950s, many subjects related to customer experience, including measuring the customer experience, its effect on loyalty and brand and etc. have been studied because building a strong customer experience is currently one of the most important management goals. In fact, the explosion of potential touch points and diminishing control over the customer experience requires companies to integrate multiple business functions such as IT, operations of the service, logistics, marketing, human resources, and even external partners and supply chain to create and deliver the positive customer experience. The purpose of this study is systematic review of organizational factors and components which are effective on customer experience management by using the meta-synthesis method.
Methodology: Organizational factors and components affecting customer experience management maturity have been identified by using the meta-synthesis method. The seven-step model of Sandlowski and Barroso (2006) was used to explain the meta-synthesis methodology. The population of the study consists of 106 papers and articles which were published in credible scientific journals as well as credible websites in the period from 2000-2021. Finally, 24 articles were scrutinized, then 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.
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