Developing holistic customer experience frameworks: Integrating journey management for enhanced service quality, satisfaction, and loyalty
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https://doi.org/10.71350/30624533110Keywords:
Holistic customer experience (CX), service quality, employee experience (EX), customer satisfaction, customer loyaltyAbstract
Conventional approaches to customer experience management fall short. Organizations are held back by fragmented, touchpoint-focused strategies, which lead to inconsistent service, higher customer effort, and reduced loyalty despite heavy investments. This study tackles a key industry issue by presenting the empirically validated Holistic Customer Experience Management (HCXM) Framework, a transformative model for integrating end-to-end journey orchestration into organizational structures. The HCXM Framework moves beyond static journey mapping by establishing cross-functional governance, incorporating closed-loop feedback driven by predictive analytics, and creating clear operational links between employee experience and customer outcomes. A comprehensive multi-method analysis, including long-term field studies in finance, telecom, and logistics, shows the framework's meaningful impact: organizations saw a 28.7. 7% gain in service reliability, a 34%. 8% drop in Customer Effort Score (CES), and a 14. 9% decrease in customer churn. These results come from the framework's ability to break down operational silos, empower frontline staff with real-time insights and authority, and turn customer data into actionable decisions within 72 hours. The HCXM Framework provides executives with a clear, actionable plan to go beyond customer experience slogans. It highlights specific implementation steps backed by this research, such as embedding customer experience metrics into executive compensation and setting aside dedicated "safe-to-fail" experimentation budgets. This study reshapes customer experience theory by quantifying how integrated journey ownership influences both employee and customer loyalty. It offers a validated framework for creating sustainable competitive advantage through superior, well- coordinated customer journeys that boost satisfaction and measurable share- of- wallet growth. Discover ways to turn customer experience from isolated interactions into a self-sustaining growth engine.
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