Customer experience management in B2B markets: CXM value propositions and archetypical CXM strategies
识别了三种普遍的客户目标类别及其对应的客户体验管理价值主张，并提出了四种典型的CXM策略，为企业根据客户目标选择策略提供了四步实施指南。
• Universal individual and collective CX goals are mapped to CXM value propositions. • CXM value propositions include: (1) Relieving CX, (2) Enabling CX, and (3) Enriching CX. • CXM impact and scope define four strategic CXM archetypes. • Each archetype—CXM Champion, Cherry Picker, Minimalist, and Fashionista—has a strategy roadmap. • A four-step guide to implementing CXM strategies is presented. The business-to-business (B2B) customer experience (CX) literature tends to promote a one-size-fits-all approach, advocating the undifferentiated goal of exceptional CX with the view that ‘more is better’ in CX management (CXM). In contrast, we identify three universal customer goal categories and their associated CXM value propositions that underpin both collective and individual experiences. These categories are: (1) Relieving CX to promote organizational efficiency and individual convenience; (2) Enabling CX to facilitate organizational differentiation and individual empowerment; and (3) Enriching CX to foster organizational association and individual relationships. We also contend that firms may adopt different strategic approaches to CXM depending on their customers’ goals and related value propositions. Specifically, we introduce four archetypical CXM strategies that differ in impact and scope: CXM Champion, Cherry Picker, Minimalist , and Fashionista . Finally, we propose a research agenda on CXM strategy drivers and contextual factors. For practitioners, we offer a four-step CXM strategy guide.