Marketing Metrics in Customer Experience Management

Research background: Customer experience management is a new marketing direction that will allow companies to differentiate themselves and gain a competitive advantage. The core ability of companies adopting the customer experience management approach is to be able to understand customers' perceptions of their business that is often significantly different from the conventional company's view. It is important for companies to be able to understand customer needs and manage customer experience. Purpose of the article: The aim of this article is to analyze marketing metrics and performance measures, including measuring marketing performance in new ways and evaluating marketing accountability and also in detail determine which of them are usable in analyzing and managing customer experience. Another goal is create and present an organizing framework to help retailers and researchers understand and develop customer experience management strategies. Methods: Extensive secondary research of the several hundreds of research articles from years 2010-2018 indexed in Web of Science database. Content analyze of these articles. Findings & Value added: This article finds metrics to help marketers' initiatives in increasing firm performance based on their marketing effectiveness and their ability to develop marketing strategies and determines the metrics to use for managing customer experience.