Tom DeWitt: Customer Experience Management & Evolution of Customer Expectation | Pulse by Intuji #20

In this insightful episode of Pulse by Intuji, Julian Wallis speaks with Tom DeWitt, founder and director of CXM at Michigan State University and creator of North America’s first academic Master’s program in Customer Experience Management.

As an expert dedicated to advancing thought and practice in customer experience management, Tom shares valuable insights on the importance of moving beyond traditional metrics, understanding customer emotions, and creating truly customer-centric organisations.

Whether you’re a business leader, customer experience professional, or someone interested in understanding modern customer expectations, this episode offers practical wisdom on effective customer experience management.

Topics Covered:

00:00:00 Introduction Julian welcomes Tom DeWitt and his extensive background in customer experience management.

00:02:24 Professional Background Tom introduces his role at Michigan State University and the CXM initiative.

00:03:45 Defining Customer Experience Management Discussion on what true customer experience management means beyond traditional metrics.

00:07:23 Proactive vs Reactive Approach Understanding the importance of proactive customer experience design.

00:15:26 Digital Transformation Impact Exploration of how technology has changed customer expectations.

00:34:16 Customer-Centric Culture Deep dive into what makes an organisation truly customer-centric.

00:47:17 Quantifying Customer Success Discussion on measuring and demonstrating customer experience impact.

00:54:46 Final Insights Tom shares critical business focus areas for the next five years and career reflections.

Key Takeaways from this Episode:

• The distinction between measuring and managing customer experience
• Why understanding customer emotions is crucial for business success
• The impact of digital transformation on customer expectations
• How to create genuine customer-centric operating practices
• The importance of long-term customer relationships over transactional approaches

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