Managing organizational culture change and knowledge to enhance customer experiences: analysis and framework

Customer experience is increasingly becoming a differentiating factor for companies and their brands. Companies have recently started to realize the importance of superior experiences on customer loyalty and making efforts toward managing these experiences. This article undertakes a review and analysis of the contents of a wide variety of academic and practitioner articles as well as a few trade books on management of customer experiences published over the last decade, with the goal of exploring the major aspects of superior customer experience and its management. It specifically investigates and analyzes the dual effect of knowledge management and organizational culture on customer experiences, what aspects of both affect customer experience and how superior customer experiences can be managed through managing change in knowledge and culture. It also discusses how absorptive capacity of an organization and power relationships existing within it may moderate the effect of knowledge and culture change. The discussion and analysis ends with an integrated framework of knowledge and culture enhanced customer experience management and implications of the research.