"The development of the key components or building blocks of a customer experience capability is an attractive proposition for leading edge companies as a source of building a sustainable competitive advantage."
Doherty, E., Carcary, M., Conway, G., & Crowley, C. (2017, September). Customer Experience Management (CXM)–Development of a Conceptual Model for the Digital Organization. In ECISM 2017 11th European Conference on Information Systems Management (p. 103). Academic Conferences and publishing limited.