Bridging the Gap between Organization and Customers by utilizing Customer Experience: A Comprehensive and Transformative Approach to Customer Experience Management

This study investigates the reasons and situations that potentially causing a widening gap between organization and customers. Without proper implementation of exact technique or method the gap becomes twofold and it kept on increasing. To reduce the gap, this paper suggests the implementation of some of the right metrics in measuring customer experience (CX) that acts as bridge between organization and customers in creating and building loyalty and satisfaction that will ultimately build strong reputation of the organization. Study results enlightened that customer experience has significant relationship with customers’ loyalty, satisfaction and organization reputation. Study also presents a conceptual model that illustrates the practical uses of the metrics as a tool for framing and knowing intensely the system of customer experience management (CXM).