Assignment Task
Abstract
In response to initial voices that put the customer experience (management) (CX(M)) movement into question, this article aims to introduce a formal nomenclature to push the CX(M) field toward a more mature state. First, drawing from an inductive analysis of 143 CX(M) papers, the authors identify 12 basic CX components that aggregate into three overarching building blocks—touchpoints (T, i.e., points of interaction between the customer and brand/firm), context (C, i.e., situationally available resourcesinternal and/or external to the customer), and qualities (Q, i.e., attributes that reflect the nature of customer responses andreactions to interactions with the brand/firm). The TCQ nomenclature offers a language to make CX actionable, moving beyondthe breadth of the current definition and frameworks by disentangling CX into small bite-sized chunks (i.e., the CX componentsthat any academic and practitioner, regardless of their discipline, may understand and use to discuss and manage CX. Second,using the TCQ nomenclature, the authors assess the current state of the CX(M) literature and identify mature (e.g., firmcontrolled touchpoints and cognitive and emotional qualities associated with CX) and underdeveloped (e.g., nonfirm controlledtouchpoints and the market and environmental context in which CX emerges) areas ripe for future research. In addition, they alsoprovide a set of recommendations to strengthen the methodological rigor of the field. Third, the TCQ nomenclature may supportmanagers in auditing their current CXM practices and/or serve as a basis for CX design and innovation.
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