Customer Experience

Customer experience is at the core of many companies’ strategic plans and is of increasing interest to academic research. The Customer Experience Chair offers a space for research and discussion on this cross-disciplinary topic.


Editorial by Claire Roederer


The idea of the Customer Experience Chair is based on a simple observation. There is not a single company that does not deliver an experience to its customers, regardless of its industry. However, not all companies use the experiential perspective to build competitive advantages. The idea behind the Chair is therefore to bring together partners operating in different sectors around the topic of customer experience and to combine managerial and academic perspectives.


Head of the Customer Experience Chair 0368858393

Our Research Areas

  • Searching for academic research on strategic issues for companies
  • Participating in the selection of research questions around the theme of customer experience


Our Mission

The aim of the Customer Experience Chair at EM Strasbourg is to create a space for research, discussion, and training around the topic of customer experience in its physical and digital variations and its cross-functional nature.


Launch of the Best PGE Case Study Award by the Customer Experience Chair!

We are thrilled to announce the inaugural edition of the PGE Case Study Competition organized by the Customer Experience Chair. Our partners are eager to reward student works focusing on the broad theme of customer experience.

If you have written and presented a case study in 2022-23 that received excellent evaluation and centers around the customer experience, we strongly encourage you to submit your application.

Practical info 

  • January 20, 2024: deadline for submission
  • March 2024: Award ceremony (during the Graduation Ceremony)

Download the regulations attached for more details on participation guidelines


This is an exceptional opportunity to showcase your work and be recognized for your academic excellence in the field of customer experience. Stay tuned for all updates and information regarding the competition. We look forward to discovering your creative and inspiring case studies.

Join us in celebrating innovation and excellence!



For any questions or clarifications

  • Claire Roederer
  • University Professor and Head of the Customer Experience Chair




“The changes in the markets in which we operate are a source of questioning for Hager Group, forcing us to change the relationship we have with our users. In October 2016, we launched our Hager Services division, responsible for coordinating the customer experience strategy, generating synergies, an...

Martin Kaiser, Hager Services

"It might seem surprising that a sports club cares about customer experience, but in reality it is at the heart of our strategic direction for the years to come. We see that in the United States in particular sporting events are real entertainment, accessible to non-expert and family audiences. In r...

Martial Bellon, SIG Strasbourg

"When we sell tailor-made kitchens and fittings, when we enter our clients' homes every day—their private world, I assure you that the notion of client experience is absolutely essential. For four years, we have been working on the purchasing process for customers of our two brands, Cuisinella and S...

Sabine Aupetit, Schmidt Group

Key Figures

  • 3

    award-winning projects on the theme “From uses to experience on platforms”

  • 1

    second call for projects was launched in 2019 on the theme “Customer experience and incidents: how to deliver on the promises of experience?”

  • 1

    research program over three years



Head of the Customer Experience Chair



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