A pan-Canadian academic research project on the value of customer experience management

Why this research project?

While most executives recognize the importance of customer experience (CX), it is rarely given the same level of priority as business objectives such as revenue growth. The value of investing in customer experience (sometimes seen as intangible and hard to measure) can feel difficult to defend to senior leaders who are looking for tangible business results. Yet the link between customer experience, satisfaction and loyalty is well established, and its ability to drive revenue growth and reduce costs is well documented. It is therefore essential to understand why managers struggle to connect CX investments with concrete business outcomes, and how to better position CX as a genuine driver of lasting value within organizations.

Objective of the study

This project (2026-5318), approved by the Research Ethics Board of the Université de Sherbrooke (CÉR Lettres et sciences humaines), aims to develop a framework for assessing CXM performance in Canadian organizations. This framework will help us understand how the various stakeholders (customers, executives, employees, society) evaluate the real value of improving the customer experience, in order to surface categories of variables that can be used to more precisely identify and measure the different outcomes of CXM and demonstrate its effectiveness.