Prof. Dr. Phil Klaus is a world-renowned expert in Customer Experience Strategy and Ultra High Net Worth Individual (UHNWI) research. Recognized among the World’s Top 2% Scientists by Stanford University, his research redefines CX measurement and business impact. A bestselling author, keynote speaker, and strategic advisor to global Blue-Chip clients, he pioneers profit-driven CX innovation. His insights feature in Harvard Business Review, Financial Times, and Forbes. Leading CX transformation, he combines academic rigor with executive leadership, driving next-practice innovation and business growth for industry leaders worldwide.
Recently, in an exclusive interview with Higher Education Digest, Prof. Klaus shared insights into the role of customer experience in shaping the future of business and society, significant career milestones, personal sources of inspiration, the secret mantra behind his success, future plans, words of wisdom, and much more. The following excerpts are taken from the interview.
Hi Prof. Klaus. What inspired you to pursue a career in customer experience strategy and research? And further, what motivates you to continue researching and advocating for customer experience excellence?
In my career as a consultant, marketing, and business development executive, I quickly realized that businesses often focus on products, pricing, and promotions but overlook the most critical factor: how customers experience their brand. Traditional marketing strategies failed to capture what truly drives customer loyalty and profitability. This realization pushed me to explore customer experience (CX) as a field of study and, ultimately, to make it my life’s work. My motivation comes from the transformative power of CX—when executed correctly, it changes industries, shapes economies, and creates lasting value for both businesses and customers. Every breakthrough in my research helps companies move beyond guesswork and implement strategies that deliver real financial impact.
What do you love the most about your current role?
The intersection of research, industry impact, and education makes my role truly fulfilling. At the International University of Monaco, I mentor ambitious students and executives who will shape the future of business. Simultaneously, I work with global corporations, advising them on how to turn CX into a competitive advantage. What I enjoy most is seeing the direct application of my research in the real world—whether it’s a luxury brand redefining its strategy or an executive embedding CX into their company culture. The ability to influence both academia and industry keeps me passionate about what I do.
Can you walk us through your approach to measuring customer experience, as outlined in your book Measuring Customer Experience?
Traditional metrics like NPS and customer satisfaction scores fail to capture what truly drives business success. In Measuring Customer Experience, I introduce a data-driven approach that links CX directly to financial performance. My methodology focuses on customer behaviors rather than perceptions, using advanced analytics and AI-driven insights to predict customer actions with greater accuracy. The key is moving beyond vanity metrics and implementing a measurement system that allows businesses to identify which CX investments lead to sustainable growth. Companies that apply this approach can make strategic decisions that improve both customer retention and profitability.
What role do you think customer experience will play in shaping the future of business and society?
Customer experience is currently at a crossroads. More and more board members are cutting CX budgets and questioning whether CX is truly a key ingredient for success. The problem is not CX itself but the way it has been implemented—often without a clear link to financial returns. Our latest research will dig deep into this issue, exploring what we call CX elasticity—how businesses can measure the financial impact of CX investments and apply them strategically for maximum benefit. The future of business will be shaped by companies that move beyond vague CX initiatives and instead use data-driven, financially sound CX strategies to create long-term value.
What leadership qualities do you think are essential for success in customer experience management?
CX leaders must combine strategic vision, analytical expertise, and the ability to challenge conventional wisdom. Adaptability is key, as customer expectations evolve rapidly. In addition to these qualities, I will soon be presenting research based on hundreds of CX initiatives that examines the ideal team constellation for CX success. This research challenges the current status quo, offering a new blueprint for building high-performing CX teams. Many organizations have struggled with CX implementation because they have the wrong structures in place. Understanding the right mix of skills, leadership dynamics, and cross-functional collaboration will be critical for the future of CX leadership.
You were recognized as one of the Top 50 CX Influencers of 2024. Our readers would love to know the secret sauce behind your success.
Success in CX comes down to a relentless focus on what works. I don’t just study CX—I apply my research in real-world business settings, collaborating with top executives and brands to refine strategies that drive measurable impact. The key is staying ahead of industry trends and challenging outdated practices. I never settle for surface-level insights; my approach is rooted in deep, data-driven analysis that allows businesses to turn CX into a true financial driver. Beyond that, I believe in constant learning—surrounding myself with thought leaders, innovators, and industry pioneers who push me to refine and expand my expertise.
Who has been a significant influence or mentor in your career, and how have they helped shape your professional journey?
Two individuals stand out as having a profound impact on my journey. Prof. Malcolm Kirkup was instrumental in helping me realize that I wanted to become a scientist. His guidance and mentorship set me on the path to academia and research, shaping my career in ways I could never have anticipated. Later in my academic career, Prof. Bo Edvardsson, a dear friend and respected scholar, opened many doors for me and played a key role in broadening my professional network. Both of these mentors have significantly influenced my approach to research and have been invaluable in shaping my professional journey.
What has been your most career-defining moment that you are proud of?
One of the most rewarding aspects of my career has been the opportunity to work with, mentor, and guide junior colleagues. Being able to have a positive impact on so many current and future managers, entrepreneurs, and academics is something I take great pride in. Watching former students and mentees apply CX principles in their careers, innovate within their industries, and achieve remarkable success is incredibly fulfilling. Additionally, being recognized in the Stanford University World’s Top 2% of Scientists for six consecutive years stands out as a career-defining milestone. This recognition underscores the global impact of my research and its influence on business practices worldwide. Beyond individual accolades, shaping the next generation of leaders and seeing them make a real-world impact is my greatest professional achievement. Equally satisfying is traveling and witnessing firsthand how my clients’ organizations deliver memorable customer experiences based on my research and strategic guidance. Seeing businesses implement my work, transforming their CX strategies into measurable success, is both fulfilling and a testament to the power of data-driven customer experience innovation.
What are your long-term career aspirations, and how do you see yourself evolving as a leader over the next five years?
I have always been drawn to the East, where countries like Korea, Japan, and China are leading the charge in global CX innovation. Their approach to customer experience—deeply rooted in cultural nuances and technological advancements—fascinates me, and I love being there and working with companies that are setting new standards for CX excellence. Over the next five years, I plan to expand my research and advisory work in these regions, collaborating with leading organizations to refine CX strategies. I also aim to push the boundaries of AI-driven CX analytics and continue developing methodologies that redefine how businesses measure and optimize customer experience.
What advice would you give to organizations looking to improve their customer experience?
First and foremost, stop treating customer experience as a marketing initiative—it is the foundation of business success. Too many companies invest in CX without a clear strategy for linking it to financial outcomes. Organizations must adopt a data-driven, predictive measurement model that prioritizes customer behaviors over traditional satisfaction metrics. Secondly, the greatest invisible CX asset is your people. No technology, AI, or automation can replace the value of a well-trained, customer-centric workforce. Companies that invest in employee engagement and align their teams around CX excellence will outperform their competitors. Finally, businesses must move beyond transactions and focus on building long-term relationships. Customers are not looking for the cheapest option—they seek brands that understand their needs and provide exceptional value.