Experience Capitalism · CX Elasticity
What organisations believe What they can prove
6.38 / 3.31

The gap between these two numbers
is not a measurement problem.
It is a structural one.

Customer Experience Elasticity is the degree to which an organisation captures the available financial return from its CX investment across time and across investment cycles. A new framework, a new construct, and three phases of empirical evidence — currently completing academic peer review.

Academic paper · Final peer review

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The authors
Patrick Burggraaf
Experience Capitalism · CX Elasticity

Strategic and academic perspective on customer experience as capital — elastic, investable, and transformative. More than a decade exploring how experience connects to business economics, competitive advantage, and financial performance.

patrickburggraaf.me
Prof. Dr. Phil Klaus
ESCP Business School

Professor of Customer Experience Management and Marketing. Author of Measuring Customer Experience. Academic lead on the CX Elasticity research programme. Fieldwork conducted 2024–2026.

escp.eu