From Competence To Experience: Employee-Centricity in The Customer-Centric World

Abstract

Customer experience management as the current peak in the area of modern customer-centric marketing is challenging companies to effectively manage factors influencing customer experience creation with the promise of achieving differentiation and competitive advantage. On the contrary, human resource management is currently embracing employee-centricity with increased focus on employee's competencies, their development and activitites such as knowledge and talent management. The aim of this research is to find touch points between the marketing approach of customer experience management and human resource theme of employee competencies, then to identify key aspects of competence for customer experience oriented fron-line employees and avenues for further research.Customer experience management as the current peak in the area of modern customer-centric marketing is challenging companies to effectively manage factors influencing customer experience creation with the promise of achieving differentiation and competitive advantage. On the contrary, human resource management is currently embracing employee-centricity with increased focus on employee's competencies, their development and activitites such as knowledge and talent management. The aim of this research is to find touch points between the marketing approach of customer experience management and human resource theme of employee competencies, then to identify key aspects of competence for customer experience oriented fron-line employees and avenues for further research.