Customer Experience
How does CX with noncontrolled touchpoints affect CX with firm-controlled
touchpoint?
Under what conditions do interactions with noncontrolled touchpoints have negative
repercussion for brand/firm CX?
How different is CX in multiactor settings, such as sharing platforms?
Non-firm-
controlled
Nature Human How do touchpoints of different nature work together?
What type of touchpoints are most effective early/late in the customer journey?
Do different touchpoint type paths result in different outcomes?
How does the increasingly blurred nature of touchpoints impact CX?
Physical
Digital
Stage Prepurchase How should brands/firms optimally balance investments and resources across the
customer journey stages?
How do rapid automation and microtargeting practices along the customer journey
impact CX?
Purchase
Postpurchase
Context Individual How can contextual data influence CX strategies and inform new business models?
In what way(s) can brands/firms systematically make use of contextual insights to
enhance CX?
How can brands/firms prioritize the plethora of contextual data? At what level should
they best collect, analyze, and use contextual data?
How far can brands/firms go in using contextual data to personalize CX?
How do major and sudden environmental changes like COVID-19 impact CX(M)?
Social
Market
Environmental
Qualities Participation Level How do different levels of participation across the customer journey impact CX?
Dimensionality Emotional How do the various dimensions work in combination?
How important is each dimension to CX? And how does this differ across situations?
How may brands/firms best trigger each dimension?
How might culture moderate the impact or importance of each dimension?
Are there optional levels of a dimension (e.g., emotional, cognitive, social, sensorial,
behavioral) for distinct types of CX?
Cognitive
Sensorial
Social
Behavioral
Timeflow Duration How do the different time—duration, variation, speed, rhythm—aspects impact CX at
various stages of the customer journey?
Does timeflow influence the CX differently depending upon the valence of the
experience?
Dynamism
Valence Positive Can brands/firms influence other aspects of the CX (other qualities dimensions, or
specific touchpoints) to make “negative” experiences—such as health care—less
stressful?
Can firms identify types of experiences that consumers/customers prefer to be indifferent?
Negative
Indifferent
Ordinariness Ordinary When do customer prefer ordinary experiences?
When can the often-hyped extraordinary experiences negatively impact value
perceptions?
