Customer experience management : case study of Eddietom Enterprises

Abstract

This study explores the link between Customer Experience Management (CXM), Customer Experience (CX), and Small and Medium Enterprises (SMEs), with a focus on a single company (Eddietom Enterprises). The study aims to bridge the gap between theoretical frameworks and practical implementation by analyzing how SMEs can implement CXM strategies despite common barriers, such as limited resources, cost constraints, a lack of feedback systems, and resistance to change. The study begins with a comprehensive literature review, synthesizing insights from recent academic contributions to identify best practices and recurring challenges in CXM adoption within the SME context.

The study compares the CXM strategies of two SME owners to understand the variety of CXM practices. To gather primary data, a comparative case study was conducted, involving in-depth, semi-structured interviews with both owners. These interviews explored their CXM strategies, challenges, and successes. The interview transcripts were analyzed thematically, focusing on key patterns and differences. The analysis used existing theories to provide context and support the findings.

In summary, findings reveal that effective CXM implementation leads to enhanced customer satisfaction and loyalty. Furthermore, the research highlights that SMEs can overcome implementation barriers by adopting specific strategies. The study also suggests that Eddietom Enterprise should create policies to encourage SMEs to adopt CXM and provide the necessary training for effective implementation. Despite the limitation of the research focus on a single SME company, this research contributes to both academic and business communities by offering actionable strategies that empower SMEs to overcome implementation barriers and future-proof their operations.