SAGE Business Cases: Customer Experience

SAGE Publishing continues to grow its global case collection, SAGE Business Cases, across the business spectrum while incorporating thought from a variety of disciplines.

This year's Customer Experience collection within SAGE Business Cases will explore all issues related to the field and practice of customer experience including culture, strategy, voice of the customer, customer experience governance, customer data analytics, human-centered design, employee experience, communication in customer experience, contact center operations, and customer experience program development across all sectors. We seek to represent an inclusive array of customer experience management scenarios that address a range of issues affecting customer experience professionals in a post-pandemic, contemporary society.

Do you have an idea or a rough case draft? Have you written a customer expience-related case you currently used in your classroom? Bring it to SAGE and we’ll work with you to develop your idea. We also encourage students to work alongside you as case writing enables students to apply theory to real-world situations, and they benefit from co-publication credits.

View Customer Experience Series

    • Customer Experience Series Editor

      Aileen Day

      Aileen Day is a Certified Customer Experience Professional (CCXP) and member of the the Customer Experience Professionals Association (CXPA), the global leader in customer experience discipline and management. As one of the most regularly sought after CX experts, Aileen is often a guest on podcasts and media helping businesses understand their customer’s needs where they didn’t before. 

      Aileen started her customer experience career working for some of Australia’s largest retailers, contributing to make them in turn, Australia’s most trusted brands. Now as one of only few CCXPs available to the public in Australia, Aileen works as an independent advisor to organisations worldwide, sharing her knowledge and skills and proliferating the benefits of taking care of the customer, employee, and human experience in business.

      Residing in Melbourne, Australia, Aileen has written about her experience and research in the fields of customer experience, communication, leadership, culture, inclusion and diversity to name a few, with more academic contributions to come. Aside from qualifications in CX, Aileen also holds a degree in Public Relations and Marketing and as of 2022 is now also a qualified Clinical Hypnotherapist and Psychotherapist

    • Emeritus Editor

      Stephanie Thum

      Stephanie Thum is a Certified Customer Experience Professional (CCXP) and a founding member of the Customer Experience Professionals Association (CXPA), the world's first global association for customer experience professionals. She is a sought-after expert on global customer experience topics, a frequent podcast guest, webinar presenter, and expert source often quoted in the trade press. She has written and spoken extensively on customer experience strategy, global voice of the customer techniques, metrics, communication, and customer experience governance in multiple sectors

      Stephanie started her customer experience career in the B2B world and eventually went on to become one of the U.S. federal government's first agency-level customer experience leaders. She currently works with government agencies, B2B firms, technology companies, and marketing firms.

      She resides in the Washington, D.C. area and is a Ph.D. student in global leadership studies at the Indiana Institute of Technology. Her research interests are public sector leadership, administrative burden, customer, and employee experience. She has now written multiple business case studies for SAGE in her research areas. She holds an M.A. degree in corporate communication from Duquesne University and a B.S. degree from Arkansas State University.

    • Call for Papers

      Partner with SAGE to develop your Customer Experience teaching case.

      SAGE Publishing continues to grow its global case collection, SAGE Business Cases, in key areas we care deeply about and are very topical and sought after, such as Customer Experience.


      SAGE is pleased to offer case authors:

      Double-blind peer review of your case and teaching note 

      - Copyright in your name and final PDF for ease of use in your classroom

      - Payment when your case is published 

      - An international audience for your work, supported by the global sales force at SAGE

      Topics that may be covered include: 

      - Establishing customer experience culture

      - Measuring and evaluating customer experiences

      - Governance

      - Customer listening

      - Designing customer experiences

      - Lessons learned

      - Diversity and inclusion

      - Risk management and legal

      - Contact center operations

      - New technology

      - Customer experience leadership

      The topics above are merely an illustration. We encourage a broad spectrum of cases on all topics related to customer experience from various industries, geographical areas, and diverse business subdisciplines. We are also welcoming teaching cases that explore not only successful enterprises, but also those that provide opportunities to learn from failures.


      - We look for cases between 1,000 and 5,000 words.

      - Please include discussion questions and teaching notes.

      - Submissions guidelines and templates are available on the author resources page.

      - Manuscripts will be accepted through the ScholarOne portal.

      View author resources

      For questions and sample cases, contact: Rebecca Frankel, SAGE Editor,