Customer experience (CX) management became one of the core practices in modern organizations that work in the highly competitive and turbulent environment. However, not all CX management endeavors turn out to be successful. While some organizations are born customer-centered, others need to undertake a radical organizational transformation to change the way they manage CX. It is especially relevant for large established businesses that have long-standing routines that are hard to change. The process of organizational transformation is poorly understood in extant literature. There are no holistic frameworks that can navigate an organizational pathway to successful CX management. This work aims to unearth the anatomy of the process of CX-centered organizational transformation through a single-case study methodology. It contributes to the body of knowledge on CX management and organizational transformation in several ways. Firstly, we clarify the stages of CX-centered organizational transformation. Secondly, we present problems that organizations face at different stages of CX-centered organizational transformation process. Thirdly, we suggest critical success factors that can help organizations handle problems throughout the process.
17:30 – 17:40 – opening speech
17:40 – 18:25 – presentation by Ksenia S. Golovacheva, Alina S. Rucheva, topic: “Developing the framework of CX-centered organizational transformation: a single-case study approach”
18:25 – 18:55 – discussion
18:55 – 19:00 – Closing remarks: announcements of the next workshops