Customer experience (CX), employee experience (EX) and human experience (HX): introductions, interactions and interdisciplinary implications

Abstract

Purpose

The purpose of this paper is to provide an overview of what (service) experience is and examine it using three distinct perspectives: customer experience (CX), employee experience (EX) and human experience (HX).

Design/methodology/approach

The present conceptualization blends the marketing and organizational behavior/human resources management (OB/HRM) disciplines to clarify and reflect over the meaning of (service) experience. The marketing discipline illuminates the concept of CX, whereas the OB/HRM discipline illuminates the concept of EX. The concept of HX, which transcends CX and EX, is examined in light of its recent development in service research. For each of the three concepts, key themes are identified, and future research directions are proposed.

Findings

Because the goal that individuals seek to achieve depends on the role they are enacting, each of the three perspectives on experience (CX, EX and HX) should have a different focal point. CX requires to focus on the process of solving customer goals. EX necessitates to think in terms of organizational context and job content that support employees. Finally, the focus of HX should be on well-being via enhanced gratification, and reduced violation, of basic human needs.

Originality/value

This paper offers an interdisciplinary perspective on (service) experience and simultaneously addresses CX, EX and HX in order to reconcile the different perspectives on experience in service research.

Citation

Gustafsson, A., Caruelle, D. and Bowen, D.E. (2024), "Customer experience (CX), employee experience (EX) and human experience (HX): introductions, interactions and interdisciplinary implications", Journal of Service Management, Vol. 35 No. 3, pp. 333-356. https://doi.org/10.1108/JOSM-02-2024-0072