In 2021, more than 48 percent of organizations worldwide revealed that for them one of the most important drivers of customer experience (CX) is improving customer engagement. During the survey, 45.7 percent of organizations stated that they are entirely satisfied with their organizations' current CX capability.

This statistic shows the importance of customer experience when making purchase decisions worldwide in 2018, by country. During the survey, 75 percent of respondents from the United States stated that customer experience is important when making a purchase decision.

According to a March 2023 survey, 90 percent of the respondents in Hong Kong stated that they would quit purchasing a brand due to a lack of personalized customer experience (CX). Across the Asia-Pacific region, CX was least important for Australian respondents, with just over half of them viewing it as crucial for their continued engagement with a brand.

This statistic shows the importance of customer experience on purchase price worldwide in 2018, by type of purchase. During the survey, 16 percent of respondents would pay more for coffee if they had a good customer experience.

Introduction

Customer Service Statistics: Customer service is a crucial component of business operations, significantly affecting customer retention and revenue generation. Research shows that 88% of customers are more likely to make repeat purchases when they receive excellent customer service. On the other hand, U.S. companies lose approximately USD 75 billion each year due to poor customer service.

Consumer expectations have evolved; 80% of consumers believe that the experience a company provides is just as important as its products and services. Additionally, 45% of consumers expect their issues to be resolved during their first interaction.

The use of artificial intelligence (AI) in customer service is increasing, with 56% of companies currently employing AI-powered chatbots to improve their operations. Projections indicate that by 2025, 85% of customer interactions will be managed without human intervention, thanks to advancements in AI. However, the human touch remains essential, as 80% of consumers expect to interact with a live agent when they contact a company.

These statistics illustrate the vital role of exceptional customer service in building loyalty and driving business success.

Snapshot img

Customer Experience Management Market Size 2024-2028

The customer experience management market size is estimated to increase by USD 16.82 billion and grow at a CAGR of 17.17% between 2023 and 2028.

The customer experience management (CEM) market is experiencing significant growth driven by several key factors. Increasing emphasis on customer-centricity across organizations is a major driver. Additionally, the rise of digital transformation in retail and healthcare sectors fuels the demand for CEM solutions, including voice and speech analytics. The evolving consumer behavior landscape further boosts this growth trajectory. As businesses prioritize enhancing customer experiences, the importance of CEM solutions and social media analytics becomes indispensable to meet these demands. Consequently, the CEM market thrives on a blend of factors that underscore the necessity of understanding and addressing customer needs in today's competitive environment.

What will be the Size of the Customer Experience Management Market During the Forecast Period?

To learn more about this CEM market report, View Report Sample

The market is witnessing a profound transformation driven by advancements in digital technology and work collaboration tools. With the proliferation of the Internet of Things (IoT) and the emergence of the business-to-consumer market, the healthcare, information technology, and telecommunications industries are revolutionizing consumer interactions. Businesses are embracing cloud technology and leveraging machine learning (ML) and artificial intelligence (AI) for data-driven decision-making and enhanced customer experiences. Amid supply chain disruptions and new regulations, opportunities arise for omnichannel strategies and platform-driven interactions to meet evolving consumer expectations. AR/VR technology and on-premise deployment, alongside cloud deployment models, cater to diverse business needs, ensuring personalized journeys and multichannel experiences.

As AI and analytics drive data-driven insights, prioritizing data privacy and security remains paramount, shaping talent acquisition and training initiatives. From larger corporations to smaller businesses, managing customer interactions and safeguarding brand reputation amidst data breaches underscore the importance of embracing advanced technologies for sustainable growth in the digital era. The customer experience management (CEM) market is evolving rapidly, driven by large enterprises and the increasing demand for CEM solutions. The global customer experience management (CEM) market is expanding as businesses recognize the importance of customer satisfaction. Innovations in the customer experience as a service market and the customer experience management IoT market are reshaping industry standards. SMEs are also adopting CEM solutions, transforming the customer experience management industry and contributing to the market's growth.

Omnichannel customer service is transforming how businesses engage with customers across multiple touchpoints, ensuring a seamless experience throughout the entire customer journey. Customer journey mapping helps businesses visualize interactions, while the voice of the customer and customer feedback management provide valuable insights into improving service quality. Personalization solutions powered by AI enhance customer experiences, enabling businesses to offer tailored services. AI-powered customer experience management (CEM) platforms, along with CEM analytics, help brands deliver real-time customer insights and drive customer loyalty programs. Cloud-based CEM solutions allow businesses to scale and integrate customer engagement platforms, while social media customer service and automated customer support enhance efficiency. Multichannel support solutions ensure that customers receive prompt responses, contributing to improved customer satisfaction measurement and overall engagement.

Customer Experience Management Market Segmentation

The CEM market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in 'USD Billion' for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments

Component Outlook

  Solution
  Service


Deployment Outlook

  On-premises
  Cloud


Geography Outlook

  North America

    The U.S.
    Canada





  Europe

    The U.K.
    Germany
    France
    Rest of Europe





  APAC

    China
    India


  South America

    Chile
    Brazil
    Argentina





  Middle East & Africa

    Saudi Arabia
    South Africa
    Rest of the Middle East & Africa

By Component

The market share growth by the solution segment will be significant during the forecast period. Solutions in this market can be referred to as the software and technology offerings that help businesses manage and improve customer exper

Customer Experience Cx Journey Mapping Tools Market size was valued at USD 10.8 Billion in 2023 and is projected to reach USD 22.08 Billion by 2031, growing at a CAGR of 15.8% during the forecast period 2024-2031.

Global Customer Experience Cx Journey Mapping Tools Market Drivers

The market drivers for the Customer Experience Cx Journey Mapping Tools Market can be influenced by various factors. These may include:

Increasing Attention on Customer-Centric Approaches: The need for tools that can help comprehend, visualise, and enhance customer experiences is growing as more and more businesses realise how important it is to provide great customer experiences. Tools for CX journey mapping make this process easier by revealing information about the preferences, pain areas, and behaviour of customers.
Increasing Competition: Businesses are always looking for methods to set themselves apart in a competitive market. By helping businesses to pinpoint areas where their customer journeys need to be improved and provide more individualised experiences, CX journey mapping tools give them a competitive edge and eventually increase customer loyalty and retention.
Initiatives for Digital Transformation: There is an increasing demand for digital solutions that can assist customer experience management due to the quick digitalization of company processes in a variety of industries. To give a comprehensive picture of the customer journey, CX journey mapping solutions frequently interface with other digital platforms and technologies, such as CRM systems and analytics tools.
Growing Adoption of Data Analytics: Business strategies are increasingly relying on data-driven decision-making. With the use of data analytics, CX journey mapping solutions examine customer interactions across a variety of touchpoints and assist businesses in seeing patterns, trends, and optimisation opportunities.
Delivering seamless: omnichannel experiences is becoming more and more important as consumers interact with brands through a variety of channels and devices. By providing consistency and coherence across channels, CX journey mapping solutions help organisations map out and optimise customer experiences across many touchpoints.
The importance of employee: experience cannot be overstated in providing outstanding client experiences. In order to map out employee journeys and uncover pain points and inefficiencies in internal procedures that could affect the overall customer experience, CX journey mapping tools can also be utilised for this purpose.
Regulatory Compliance and Risk Management: In response to the growing emphasis on data security and privacy laws, businesses are investing in CX journey mapping solutions to guarantee compliance and reduce the risks involved in managing customer data across the trip

This statistic shows the share of customers in the U.S. and worldwide by important aspects of a good customer service experience in 2018. During the survey, 39 percent of respondents from the United States stated that a good customer service experience would be one with a knowledgeable representative.

This statistic shows the share of customers worldwide by important aspects of a good customer service experience in 2018, by age. During the survey, 27 percent of respondents aged between 18 and 34 years stated that a good customer service experience would be one with a knowledgeable representative.

Customer Experience Management Market Size And Forecast

The Customer Experience Management Market size was valued at USD 14.12 Billion in 2024 and is projected to reach USD 44.15 Billion by 2031, growing at a CAGR of 16.90% from 2024 to 2031.

Global Customer Experience Management Market Drivers

Growing emphasis on customer satisfaction: Businesses are increasingly recognizing the importance of customer satisfaction as a key driver of loyalty, revenue, and reputation.

Technological advancements: Advancements in technology, such as artificial intelligence, big data analytics, and social media monitoring, are enabling businesses to collect and analyze customer data more effectively.

Increasing competition: In today’s competitive marketplace, businesses must differentiate themselves by providing exceptional customer experiences.

Global Customer Experience Management Market Restraints

Lack of understanding: Some businesses may not fully understand the benefits of CEM or how to implement it effectively.

Organizational silos: In many organizations, customer data is scattered across different departments, making it difficult to get a complete view of the customer experience.

This survey shows the importance of customer service to customers' choice of or loyalty to a brand in 2018. During the survey, 66 percent of respondents from the United States stated that customer service was very important to them when choosing a brand.

Customer Journey Mapping Software size was valued to be USD 10.8 Billion in the year 2023 and it is expected to reach USD 53.6 Billion in 2031, at a CAGR of 13.8% over the forecast period of 2024 to 2031.

Customer Journey Mapping (CJM) software is a specialist application that helps organizations see and analyze the various stages of a customer’s interaction with a firm. This program delivers a full and comprehensive perspective of the customer experience from the first contact to the final encounter allowing businesses to optimize their operations and increase overall customer satisfaction

. The essence of CJM software is its capacity to record and map out the customer journey in a visual manner such as a flowchart or diagram which aids in identifying pain points, understanding customer wants, and aligning business goals appropriately.

The primary application of customer journey mapping software is to improve customer experience (CX). Understanding the various stages and touchpoints of the customer journey allows firms to discover pain points and areas for improvement. For example, if a customer journey map shows that consumers regularly abandon their shopping carts at the payment stage, the company can investigate and fix the problem whether by streamlining the checkout process, providing clearer instructions, or offering more payment options.

CJMS will use advanced analytics to deliver more detailed insights into client behavior and preferences. The integration of big data and predictive analytics will enable organizations to anticipate client wants and identify possible problems before they arise. This proactive strategy will allow businesses to modify their services and interactions in real-time resulting in a smooth and rewarding consumer experience. Businesses will obtain a holistic picture of the consumer journey by analyzing massive volumes of data from multiple touchpoints revealing patterns and trends that can be used to guide strategic choices and optimize marketing efforts.

Enhanced Attention to Customer Experience (CX): The importance of delivering superior customer experiences for sustaining brand loyalty and boosting revenue is increasingly acknowledged by businesses. The ability of customer journey mapping software to enable businesses to pinpoint and refine customer interaction points throughout their journey is leading to enhanced CX and competitive differentiation.

Embracing Omnichannel Marketing: The engagement of modern consumers with brands through diverse platforms (including websites, social media, and mobile apps) is noted. The tracking of these multi-channel interactions and the understanding of customer behavior facilitated by customer journey mapping software assist in tailoring marketing efforts for better engagement.

The Requirement for Insights Based on Data: The necessity for insights driven by data in comprehending customer behavior and preferences is recognized by businesses. Through the aggregation and examination of customer information from various sources, customer journey mapping software offers critical insights for augmenting customer engagement and loyalty.

Regulatory Compliance Demands: Certain sectors are governed by regulations that enforce data privacy and security standards. Tools for meticulous tracking and management of customer information are provided by customer journey mapping software aiding businesses in meeting these regulatory requirements.

Increased Utilization Among SMBs: The adoption of customer journey mapping software previously more common among larger corporations, is now expanding to Small and Medium Businesses (SMBs). The appeal of this technology to a broader business spectrum is being enhanced by cloud-based solutions and subscription models.

The Customer Feedback Software market is experiencing robust growth, projected to reach $1653.5 million in 2025 and maintain a Compound Annual Growth Rate (CAGR) of 12.2% from 2025 to 2033. This expansion is driven by several key factors. Firstly, the increasing adoption of digital channels across various industries necessitates efficient and effective feedback mechanisms for understanding customer preferences and improving products/services. Businesses are increasingly recognizing the strategic value of customer feedback in driving customer loyalty, enhancing brand reputation, and improving operational efficiency. Secondly, the rise of cloud-based solutions offers scalability, accessibility, and cost-effectiveness, further fueling market growth. Finally, the proliferation of advanced analytics capabilities within these platforms allows businesses to derive actionable insights from customer feedback, fostering data-driven decision-making. The market is segmented by deployment type (cloud-based and web-based) and target customer size (large enterprises and SMEs). Cloud-based solutions are currently dominating the market, leveraging their inherent flexibility and ease of integration. Large enterprises are the primary adopters, primarily due to their higher budget allocations and greater need for sophisticated data analysis. However, SMEs are increasingly embracing these solutions, recognizing the importance of customer-centric strategies in a competitive landscape. Geographical distribution shows North America and Europe currently holding significant market share, but the Asia-Pacific region is expected to witness rapid growth in the coming years due to increasing internet penetration and digitalization. The competitive landscape is characterized by a blend of established players like HubSpot, Zendesk, and Qualtrics, alongside niche players specializing in specific feedback channels (e.g., Bazaarvoice for reviews). Future market growth will be influenced by advancements in AI-powered sentiment analysis, the integration of feedback tools across diverse customer touchpoints, and the development of more personalized customer experience strategies. The ongoing focus on data privacy and security will also be a key consideration for businesses selecting feedback software solutions, necessitating robust security measures and compliance with relevant regulations. Continued innovation in features and functionality, along with strategic partnerships and acquisitions, will shape the future competitive dynamics of this dynamic market.

In 2021, 68.8 percent of organizations in Canada revealed that improving customer experience (CX) capability leads to an increased customer loyalty. During the survey, 39.5 percent of organizations stated that business functions fully collaborate to define and design consistent CX.

Consumer Ratings And Reviews Software Market size is growing at a moderate pace with substantial growth rates over the last few years and is estimated that the market will grow significantly in the forecasted period i.e. 2024 to 2031.

Global Consumer Ratings And Reviews Software Market Drivers

The market drivers for the Consumer Ratings And Reviews Software Market can be influenced by various factors. These may include:

A Growing Priority for Customer Experience: Companies are considering customer experience as a means of gaining a competitive edge. With the use of ratings and reviews software, businesses may better understand their customers’ needs, pinpoint areas for development, and raise customer satisfaction levels.
User-generated information is becoming more and more influential: Online reviews and ratings, for example, have a big influence on consumers’ decisions to buy. Companies monitor and utilise user-generated material for marketing and brand management through the use of rating and review software.
Demand for Social Proof and Trust-Building: In order to make well-informed purchasing decisions, consumers rely on peer reviews and ratings. Software with ratings and reviews enables companies to increase sales, establish credibility with potential clients, and provide social proof.
Importance of Reputation Management: It is imperative that organisations manage their internet reputations. By monitoring and swiftly responding to client input, ratings and reviews software helps organisations mitigate unfavourable reviews and improve their brand’s reputation.
Concentrate on Improving the Quality of Products and Services: Customer feedback gathered by rating and review software offers insightful data on the performance of products and services, allowing companies to pinpoint problems with quality and make the required adjustments.
Effect on SEO and Search Engine Rankings: Enhanced search engine exposure and rankings might result from positive reviews. Software for ratings and reviews assists companies in producing real user content that improves internet presence and SEO.
Rise of Digital and E-Commerce: As e-commerce and digital-commerce platforms expand, so does the need for ratings and reviews software to optimise online shopping experiences, handle consumer feedback, and boost conversions.
Integration with Customer Relationship Management (CRM) Systems: Companies can centralise customer data and use feedback into more comprehensive customer engagement plans by utilising integration capabilities with CRM systems.
Emphasise Making Decisions Based on Data: Software for ratings and reviews offers useful information and analytics that support data-driven decision-making in the areas of product development, customer support, and marketing.
Consumer Protection and Regulatory Compliance: Businesses must implement ratings and reviews software that guarantees compliance and protects consumer information in order to comply with regulations pertaining to consumer rights and data privacy.

People often use different modes of transport at various times for a range of reasons, so it is important that we continue to listen to how people in NSW rate their experiences throughout their entire journey.

Conducting the ‘Customer Satisfaction Index’ helps us gain insight into the experiences of our transport users, which helps us focus our efforts on improving transport services to meet the needs of NSW residents.

We would like to thank the more than 34,000 people who provided their feedback, either online or face-to-face, for the most recent research, conducted in May 2024.

Public Transport in NSW

Passengers impacted by disruptions due to adverse weather.

Severe adverse weather events in early 2024 affected our public transport passengers, resulting in a slight decline in satisfaction with train timeliness. However, satisfaction with the ‘availability of information about service delays’ has slightly increased compared with six months ago.

As preparation continued during May for the new Sydney Metro expansion, passengers were kept well informed to what to expect with changes to services. Consequently, passengers have remained highly satisfied, particularly with the ‘knowledge of staff’ and ‘information about delays’.

As public transport patronage continued to increase, satisfaction levels for comfort and ‘personal space’ have slightly decreased for buses, light rail and ferries.

Road

Severe weather in early 2024 also impacted road users in NSW, leading to a decline in satisfaction with journey time reliability for private vehicles and motorcycles across the state.

Heavy vehicle users have previously reported low satisfaction with rest areas across NSW. We have been focusing on improving these facilities, and it’s encouraging to see that satisfaction levels have continued to rise.

Active transport users remain highly satisfied, with cyclists increasingly pleased with the ‘ease of connecting to public transport’ and pedestrians appreciating ‘sharing footpaths with others safely’.

Point-to-Point

Satisfaction among users of point-to-point services (taxis, rideshares and hire cars) remains stable overall, with customers most satisfied with their accessibility and convenience.

What’s Next

We will continue engaging with our passengers to gain deeper insights into their experiences across NSW’s transport network. This feedback will guide us in prioritising areas of low and declining satisfaction, helping us work towards delivering a consistently positive experience throughout their journey.

The size of the Customer Analytics Market was valued at USD 20.85 Billion in 2024 and is projected to reach USD 57.07 Billion by 2033, with an expected CAGR of 15.47% during the forecast period. The customer analytics market is experiencing significant growth, driven by the increasing adoption of data-driven decision-making processes across industries. Businesses are leveraging advanced analytics tools to better understand consumer behavior, improve customer engagement, and enhance overall satisfaction. The integration of artificial intelligence (AI), machine learning, and big data analytics has revolutionized the way organizations collect, process, and analyze customer data, enabling them to deliver personalized experiences. Industries such as retail, banking, e-commerce, and telecommunications are leading the adoption, aiming to gain actionable insights into customer preferences and purchasing patterns. The growing demand for predictive analytics to forecast customer trends and optimize marketing strategies further fuels market expansion. Cloud-based solutions have gained traction, offering scalability and flexibility while reducing infrastructure costs. Additionally, the rising focus on customer retention and loyalty programs has encouraged companies to invest in sophisticated analytics platforms. However, challenges such as data privacy concerns and integration complexities persist. Despite these hurdles, the customer analytics market is poised for sustained growth as businesses continue to prioritize customer-centric strategies to gain a competitive edge in an increasingly digitalized economy. Recent developments include: , July 2021 Microsoft, a well-known provider of consumer spending insights that enables businesses to proactively manage customer spending by transforming data from various sources, has announced its acquisition of Suplari. Microsoft is an American multinational corporation that makes computer software, consumer electronics, personal computers, and many other products. Through this purchase, the firms hoped to support businesses in becoming insight-driven, enabling business executives to take strategic action., March 2022 Adobe Experience Cloud now includes a new Customer Journey Analytics function. To help companies better understand how even little changes may impact the total customer experience across all of their products, Adobe developed a new experimentation tool in Experience Analytics. This feature enables companies to test real-world scenarios, and analysis has also been combined to enhance Adobe’s capacity to identify customer categories., Customer Analytics Market Segmentation, Customer Analytics Solution Outlook. Key drivers for this market are: Increasing data availability: The increasing availability of data from various sources, such as social media, IoT devices, and CRM systems, is driving the growth of the customer analytics market.

Growing need for customer insights: Businesses are increasingly recognizing the importance of customer insights to drive decision-making and improve the customer experience.

Advancements in technology: Advancements in technology, such as AI and ML, are making customer analytics solutions more accurate and insightful.

Cloud computing: Cloud computing is making customer analytics solutions more accessible and affordable for businesses of all sizes.. Potential restraints include: Data quality: The quality of customer data is a major challenge for businesses. Inconsistent and inaccurate data can lead to misleading insights.

Data privacy: Privacy regulations, such as GDPR, are making it more difficult for businesses to collect and use customer data.

Cost: Customer analytics solutions can be expensive, especially for small businesses.

Lack of skilled professionals: There is a shortage of skilled professionals who can implement and use customer analytics solutions.. Notable trends are: Real-time analytics: Real-time analytics solutions allow businesses to analyze customer data in real-time. This enables businesses to respond to customer needs and preferences more quickly.

Predictive analytics: Predictive analytics solutions use AI and ML to predict customer behavior. This information can be used to personalize marketing campaigns, improve customer service, and reduce churn.

Augmented analytics: Augmented analytics solutions use AI and ML to automate data analysis and insights. This makes it easier for businesses to use customer analytics to improve decision-making.

Cross-channel analytics: Cross-channel analytics solutions track customer behavior across multiple channels, such as online, offline, and social media. This provides businesses with a complete view of the customer journey..

Customer Journey Analysis Software Market Outlook

The global Customer Journey Analysis Software market size was valued at approximately USD 8.5 billion in 2023 and is projected to reach around USD 22.4 billion by 2032, growing at a compound annual growth rate (CAGR) of 11.2% during the forecast period. The growth of this market is driven by the increasing demand for personalized customer experiences, advancements in data analytics, and the rising adoption of digital transformation initiatives across various industries.

One of the primary growth factors in the Customer Journey Analysis Software market is the increasing need for businesses to understand and enhance customer experiences. In todayÂ’s competitive landscape, organizations are focusing on delivering personalized and seamless interactions across all touchpoints. Customer Journey Analysis Software empowers businesses to map, analyze, and optimize the customer journey, thereby increasing customer satisfaction, loyalty, and retention rates. This, in turn, drives revenue growth and enhances brand reputation.

Another significant growth factor is the proliferation of digital channels and the advent of advanced technologies such as artificial intelligence (AI) and machine learning (ML). These technologies enable the analysis of vast amounts of customer data from various sources, providing actionable insights into customer behavior, preferences, and pain points. With the integration of AI and ML, Customer Journey Analysis Software can predict future customer actions, allowing businesses to proactively address issues and tailor their strategies accordingly.

Moreover, the growing emphasis on data-driven decision-making is propelling the demand for Customer Journey Analysis Software. Organizations are increasingly leveraging data analytics to gain a holistic view of the customer journey, identify bottlenecks, and uncover opportunities for improvement. This software facilitates the integration of customer data from multiple touchpoints, enabling a unified and comprehensive analysis. As businesses recognize the value of data in driving customer-centric strategies, the adoption of Customer Journey Analysis Software is expected to soar.

In the realm of enhancing customer interactions, Customer Experience Software Platforms have emerged as pivotal tools for businesses aiming to deliver superior customer satisfaction. These platforms integrate various functionalities, including customer feedback management, analytics, and engagement tools, to provide a comprehensive solution for managing customer experiences. By leveraging these platforms, companies can gain deeper insights into customer preferences and behavior, enabling them to tailor their services and products more effectively. The ability to seamlessly integrate with existing systems and offer real-time data analysis makes these platforms indispensable for businesses striving to maintain a competitive edge in today’s dynamic market landscape.

Regionally, North America dominates the Customer Journey Analysis Software market, primarily due to the presence of major technology players and the early adoption of advanced analytics solutions in this region. The growth in Asia Pacific is anticipated to be the fastest during the forecast period, driven by the rapid digital transformation across industries, the increasing penetration of smartphones and internet users, and the growing focus on customer experience in emerging economies such as China and India.

Component Analysis

The Customer Journey Analysis Software market is segmented into two primary components: Software and Services. The software segment constitutes a significant portion of the market, given its critical role in mapping and analyzing customer journeys. Advanced software solutions offer features such as real-time analytics, data visualization, and predictive modeling, which are essential for understanding customer behavior and enhancing their experience. The continuous innovation in software capabilities and the integration of AI and ML are further augmenting the growth of this segment.

Services, on the other hand, include consulting, implementation, training, and support services. As organizations adopt Customer Journey Analysis Software, they often require expertise to implement and optimize these solutions effectively. Consulting services help businesses align their customer journey strategies with their overall

PurposeThis study examined the impacts of customer knowledge management and flow experience on customer value co-creation and the mediating role of flow experience in the context of fitness apps.Design/methodology/approachUsing the questionnaire star platform to edit the questionnaire and collect data(n = 450). A structural equation modeling test was conducted to examine the relationships between the variables.FindingsThe findings reveal that in a fitness app service scenario, customer knowledge management has a significant positive impact on customer flow experience, customer flow experience has a significant positive impact on customer value co-creation, and customer flow experience plays a partial mediating role in the path from customer knowledge management to customer value co-creation.Practical implicationsThe results could help fitness-app-related enterprises or service organizations understand the factors influencing and processes of customer participation in value co-creation and thus could help such enterprises and organizations formulate effective marketing strategies to realize customer value co-creation and ultimately to achieve their development goals.Originality/valueUsing value co-creation theory and customer-dominant logic, this study analyzed the effects of customer knowledge management, flow experience, and customer value co-creation in the context of fitness apps and examined the mediating role of flow experience. The findings fill a gap in the theoretical research regarding customer value co-creation in the context of fitness apps and expand the scope of research on customer knowledge management and flow experience.

In 2018, 77.8 percent of organizations in India revealed that ease of resolution is the most important customer experience (CX) service factor enhancing customer satisfaction. During the survey, 87.2 percent of organizations stated that improving CX capability leads to an increased customer loyalty and value.