Exploring the Success of Customer Experience Management
in the building material industry
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This research study explores the success of customer experience management (CXM) in the construction industry. It focuses on LafargeHolcim Latin America in a traditionally production oriented business. This commodity business has to differentiate its products and services to gain customer share and move away from focusing solely on market and volume share. The CXM concept is widely embraced by industries interacting directly with end customers. However, manufacturers typically influence distributors, not the end customer. The adoption of CXM as a viable concept in the construction industry to ...
This research study explores the success of customer experience management (CXM) in the construction industry. It focuses on LafargeHolcim Latin America in a traditionally production oriented business. This commodity business has to differentiate its products and services to gain customer share and move away from focusing solely on market and volume share. The CXM concept is widely embraced by industries interacting directly with end customers. However, manufacturers typically influence distributors, not the end customer. The adoption of CXM as a viable concept in the construction industry to transform, particularly commercially, the industry's mindset into a more customer centric one is challenged. This research examines LafargeHolcim Latin America's conceptual understanding and CXM program effectiveness in the context of transformational change. It elucidates the concept's strengths and weaknesses and company (in)efficiencies in implementing the concept operationally. The insights contribute to the formulation of possible future measures or research topics.
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