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Customer Experience Chair

The editorial of Claire roederer,
Initiator of the Client Experience Chair Project

The concept of a Customer Experience Chair is based on a simple observation: all businesses create customer experiences, whatever their sector of activity. However, few companies optimize this experiential perspective to gain a competitive edge. This Chair was created to bring together partners from different sectors to consider the central theme of customer experience from managerial and academic perspectives.

Your Contact

Associate Professor
Initiator of the Client Experience Chair Project

Research theme

The Customer Experience Chair works with businesses from different sectors. It is composed of actors from both business and academia, and applies academic research to strategic business issues, plays a role in the selection of research avenues exploring the theme of customer experience and provides easy access to the resources of other Strasbourg University research units.



The EM Strasbourg Customer Experience Chair aims to create a dedicated structure for research, discussion and training around customer experience, where actors can consider not only its physical and digital forms but also its transversal applications.





Participating Companies


"We hope that our participation in the EM Strasbourg Customer Experience Chair
will be of use to resolve the issues we face in this domain"

Martin Kaiser, Managing Director of Hager Services


"It may seem surprising that a sports club is interested in customer experience, yet this issue is actually at the heart of our strategic policy for the years to come." 

Martial BELLON, President of the SIG Strasbourg


"When you sell kitchens and made-to-measure installations on a daily basis to clients who will have our products in their home as part of their life project, I can assure you that the notion of customer experience is absolutely essential." 

Sabine AUPETIT, strategic marketing project manager for Schmidt Group




Signature of convention
  • November 2017: Signature of the Partnership Agreement.
  • December 2017: First meeting of the piloting committee. 

Piloting Committees
  • December 2017
  • March 2018
  • June 2018
  • September 2018
  • November 2018
  • January 2019
  • March 2019
  • September 2019
  • October 2019
  • January 2020
  • April 2020
  • June 2020
  • September 2020

Scientific Committee


Directeur of Cermab
University Professor at IAE Universities, Dijon.

Patrick HETZEL
Professor of Management Sciences,
Panthéon-Assas University.


Date of update August 31, 2020

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