My work focuses on one central question: how does Customer Experience translate into measurable economic value?

While Customer Experience has long been recognised as important, the link between experience and financial outcomes remains insufficiently understood. Most organisations still rely on proxies — such as satisfaction scores or NPS — without a clear view on how experience drives growth, retention, pricing power, or operational efficiency.

My research aims to close that gap. It explores how experience can be understood not just as a discipline, but as an economic system — one that can be measured, modelled, and managed. This includes the development of:

• Experience Capitalism — reframing experience as a form of capital
• CX Elasticity — understanding the non-linear, asymmetric relationship between experience and financial outcomes
• CXEI (Customer Experience Elasticity Index) — quantifying marginal impact across the customer journey
• Experience Market Value (EMV) — valuing journeys and touchpoints as financial assets

The goal is to move beyond correlation and toward responsiveness: not just whether experience matters, but how, where, and to what extent it creates — or destroys — value.

Current study — Customer Experience Elasticity

The primary research programme explores CX Elasticity: the degree to which changes in Customer Experience influence key financial outcomes such as customer retention, willingness to pay, share of wallet, and growth. The study develops a dual-system theoretical framework grounded in twelve in-depth expert interviews across four organisations, a three-round Delphi study (n ≈ 24), and a large-scale Qualtrics survey (n = 316).

This research is developed together with Prof. Dr. Phil Klaus MBA, MRes and represents a working paper currently progressing toward publication.

→ Read a summary of the CX Elasticity framework

Publications & ongoing work

For a complete and continuously updated collection of academic work, including working papers and developing ideas, visit my ResearchGate profile.

Many of the concepts presented here are part of a broader effort to build a more rigorous, financially grounded understanding of Customer Experience — bridging academic theory and executive practice.