Challenges and Strategies for Enhancing Customer Experience in the Service Industry: A Case Study Approach

Abstract

The service industry faces increasing pressure to enhance customer experience (CX) amidst evolving technological advancements, customer expectations, and market competition. This study investigates the challenges and strategies employed by service organizations to improve CX through a qualitative, case study approach. Data were collected via interviews with key stakeholders, document analysis, and observations across multiple service organizations, and analyzed using a thematic framework. Findings reveal four major challenges in CX management: technological integration, employee engagement, personalization efforts, and operational constraints. The study identifies specific strategies employed to address these challenges, including the incremental adoption of technology with focused employee training, the implementation of employee engagement initiatives, the use of privacy-conscious personalization techniques, and the development of flexible operational models for demand fluctuation management. The findings underscore the importance of a balanced approach to technology, the pivotal role of employee engagement, and the need for data-driven personalization and operational resilience. This study provides practical implications for CX managers in the service industry and contributes to existing literature by offering insights into effective CX management practices. Further research is recommended to explore these strategies across different sectors and assess their long-term impact on CX.