Analysing how customer experience engineering has become a decisive competitive advantage for companies and nations, especially in a global environment characterised by rapid technological evolution and rivalry between economic models, was the main theme of the conference given by Professor Lynn W. Phillips at UCAM.

The internationally renowned specialist in customer experience engineering gave the conference 'Customer Experience (CX) Engineering: The Competitive Advantage of Enterprises and Nations in the Fast Evolving 'New-Game' Landscape of 21st Century Rivalry', which was attended by a large group of students and lecturers, who were also able to discuss the various concepts presented in his lecture with him.

Prior to this event, the American expert had a cordial meeting with María Dolores García, UCAM president, with whom he exchanged views on the importance of university training in leadership and customer-oriented strategic management.

A long history

Lynn W. Phillips, an independent consultant and in-house expert at Berkeley Research Group, works closely with the firm's CEO and founder, David Teece. He holds a PhD from Northwestern University's Kellogg School of Management and has more than three decades of experience as a trainer and advisor in strategic innovation, having worked with leading companies and organisations through his firm Reinventures and, subsequently, as an independent consultant. He also taught at Stanford University for twelve years.