| Abstract: | Our study summarizes and synthesizes the content of our Special Issue along with additional information from customer experience (hereafter CX) managers and research to determine the main challenges and opportunities for the most important trend in CX practice and research alike: CX's dynamic nature. While widely acknowledged, CX researchers and managers have been struggling with how to research, address, and successfully manage CX's dynamic nature. Individual contributions build the foundation for our study, establishing a conceptual framework within which to successfully address the four main challenges at hand: time, the role of emotions, personal experience vicinity, and methods. We present guiding research directions and questions emphasizing fruitful avenues of enquiry. |
