Customer Experience Management

Tourism Innovation. This essay emerges at the intersection of two intellectual journeys: my doctoral research on entrepreneurial trajectories and innovation in the tourism sector in the Marrakech–Safi region of Morocco, and my immersion in Customer Experience Management (CXM) through academic and practical exploration. Rather than treating customer experience as a managerial toolkit or a marketing…

Artificial intelligence – several big e-commerce companies such as Amazon, Flipkart and Walmart have realized that mere web presence is not enough to retain their customers. based on: A review of AI (artificial intelligence) tools and customer experience in online fashion retail – R Pillarisetty, P Mishra – International Journal of E-Business Research (IJEBR), 2022•igi-global.com https://www.igi-global.com/viewtitle.aspx?titleid=294111…

Managerial Dilemma in the Age – The Context & Problem The Scenario: In a modern office, there are two employees with the same title and salary. Author: Aykut Akbulut, Erasmus students 2025 The Management Issue: Traditional management focuses on “time spent” (Input), whereas the AI era forces a focus on “value created” (Output). This discrepancy…

Customer journey is an iterative, dynamic, and cyclic purchasing process that consists of prepurchase, purchase, and post-purchase stages (Lemon & Verhoef, 2016). In short, a customer journey begins with the pre-purchase stage involving the need recognition, information search, and decision-making. It continues through the purchase stage where the need is fulfilled, and concludes with the…

The Authenticity Imperative in Influencer Marketing Influencer marketing has become one of the most powerful tools in digital advertising, driving billions in brand collaborations worldwide. Yet, as the industry matures, a critical challenge has emerged: authenticity. Consumers increasingly demand genuine connections, while brands often prioritize reach and engagement metrics. This tension creates a paradox—how can…

Using the SERVQUAL format—where you measure both Expectations (E) and Perceptions (P) on a Likert scale give you the crucial Gap Score ($P-E$) for each key aspect. Based on the typical content of a Customer Experience Management (CEM) lecture (Strategy, Journey Mapping, Metrics, and Culture), here are 5 proposed SERVQUAL-style questions for students. The scale…