Creating a Customer Experience-Centric Startup

Thomas Suwelack is a professor of digital customer experience at Brand University of Applied Sciences in Hamburg (Germany) since October 2018. He is also founder and CEO of 21done – a purpose-driven, digital startup. After graduating in business administration and completing his doctorate in marketing at the University of Muenster (Germany), he worked several years as a management consultant for multinational corporations operating in various industries.Manuel Stegemann is a tenured professor at the Bielefeld University of Applied Sciences (Germany), where he primarily represents the fields of consumer psychology and marketing. Before moving to Bielefeld, he worked for three years as professor of marketing and statistics at the Kiel University of Applied Sciences (Germany). He is passionate about behavioral economics and consumer decision making. He also enjoys delving into the new opportunities that data science brings to marketing. He studied psychology andholds a PhD in business administration. He gained five years of industry experience working for two management consultancies.Feng Xia Ang is the co-founder and Chief Product Officer of 21done. She holds a Bachelor of Business Management degree from the Singapore Management University and an M.A. in Brand Innovation from the Brand University of Applied Sciences (Germany). After her studies, she went on to fulfil her passion for entrepreneurship by embarking on the start-up founding journey, alongside Thomas Suwelack, of building a purposeful digital platform for personal growth.

• 1. Introduction.- 2. Concept, Relevance and Management of CX.- 3. Starting a Start-Up.- 4. Understanding The Outside World: Customers & The Surrounding Environment.- 5. Outside-In: Defining the CX-Centric Business DNA—The Why, How, and What of a Start-Up.- 6. Inside-Out: Testing, Implementation and Communication of Customer Experience-Centric Experience Elements.- 7. Future Considerations.