The roots of customer experience management date all the way back to the 1960s. Kotler, Howard and Sheth developed the first theories about marketing and consumer behavior and researched the decision-making behavior of customers during the purchase process.

Today, in the era of digitalization, eroding business models and changing customer behavior, the active management of the customer experience is more important than ever before. The goal is to create positive customer experiences that build up an emotional connection between the customer and the brand. Only in this manner can customers be excited again and again and long-term loyalty be built up.

So far, so good. But where to start? Customer experience management must first be culturally embedded at the top management level. “Putting the customer at the center” must be more than just an empty statement, rather it requires thinking in customer journeys and touchpoint sequences. This entails far-reaching organizational, procedural and technological changes. Once these foundations are laid, individual customer needs must be anticipated and translated into valuable experiences. Last but not least, these must be continuously measured and optimized. This can also mean that an entire customer journey or individual elements must be re-thought, before the customer threatens to fall into the background. Despite all the emotionalization, “experiences” must ultimately be valued monetarily and must contribute positively to the company’s bottom line.

Our Clients

“The shopping world is changing rapidly! To identify and implement trends, a permanent knowledge transfer is necessary. TAILORIT possesses expert knowledge, which we  retailers can benefit from. Thanks to the TAILORIT Team.”

Thomas Kronefeld Managing Director International Retail, s.Oliver

“TAILORIT applied its process specification and quality assurance skills to systematically help us technically design and introduce our central CRM application. We look forward to working with TAILORIT consultants again on further projects.”

Koen Verbrugge

“In the digital age, reaching customers through various distribution channels and sending clear brand messages is both a challenge and an opportunity. TAILORIT provides us with the right stimulus, supporting us in the continuous development of our digital strategy as competent sparring partners.”

Frank Seidensticker Managing Partner, Seidensticker

“Strengthening our brands, understanding our customer, an explicit cross-channel customer approach as well as including our partner stores in the integration of our virtual and brick-and-mortar channels are important strategic goals for us. TAILORIT’s innovative best practice approaches, their pragmatism and a sense for what is feasible, were a greatly appreciated support.”

Christoph Rosa former CEO, CBR

White Papers & Studies

previous arrow
next arrow
How can digital touchpoints revive brick-and-mortar retail?


Janine Hagen

Janine Hagen
Director Customer Experience
+49 211 233 950-86