Customer Experience Management: Underexplored Instrument for Customer Transformation

Purpose of the article: The purpose this article is to identify role customer experience plays in transformation and develop a theory that brings together related concepts order position phenomenon macromarketing context.Methodology/methods: grounded development approach based upon sequential search content analysis research papers acquired primarily from Scopus Web Science databases by process citation chaining.Scientific aim: aim relationships between them lay foundation for empirical area management.Findings: points out significant therefore necessity marketing initiatives management thoroughly achieve desired results, but also responsibly ethically promote growth not degradation society.Conclusions: cycle as outlined through conceptual model contains weak spots which can provide free space negative effects company’s outputs on customer. trend digitisation digital products significantly amplify possibility increase overall effect. From another standpoint, several problematic cause difficulties companies intentionally trying transform their outputs, namely intent-result gap, reality-perception single-part experience-memory gap.Scientific might support effectiveness initiatives, transparency field transformation, lead increased customers’ well-being, long-term happiness, life satisfaction, quality life.