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Cambridge Service Alliance

At the forefront of service transformation in the digital era

Problem Statement

Research carried out by the Cambridge Service Alliance (CSA) has shown that established firms are struggling to shift to become a customer experience (CX)-centric organisation compared to a digital-born organisation. A Harvard study recommends businesses to link customer needs on an experience chain to omni channel journeys rather than pushing products or services on the customer funnel in the hope to sell. For example, the ability of Amazon to predict our next purchase and perform the behind the scenes action to stock the product in a nearby distribution centre is a key differentiator in fulfilling its next day delivery promise to remain a CX-centric firm that is on top of its experience chain. Therefore, our research explores how established firms can develop a CX-centric strategy and improve their maturity towards the top of an experience chain?


Our research aims to develop and validate a framework that emphasizes customer experience (CX) in order to guide businesses towards CX-centricity. The CXMi continuum framework will:

  • Identify the specific small details that can help your business become more CX-centric
  • Evaluate your business's CX capabilities that are relevant in your specific context
  • Explore potential ways for your business to improve its position on the CXMi continuum

Research Contacts

Gautam Jha

Cambridge Service Alliance

Welcome to the Cambridge Service Alliance…

  • A unique global alliance between the University of Cambridge and some of the world’s leading businesses.

  • Help organisations to address the challenges they will face in the next three to five years, through rigorous research, practical tools, insights and education programmes.

  • Learn how other innovative organisations are developing new services through our events

  • Since its inception in 2010 industrial partners have included CEMEX, GEA, IBM, Pearson, Zoetis, HCLTech, Bouygues UK among others.