Innovating CX in Wellness Retail Business with Vanessa Chu, MBA ’11

The science and study of Customer Experience (CX) that this program offered really caught my eye—it was the first of its kind that resonated with what I’ve been doing professionally. I was particularly intrigued because one of my most memorable MBA courses was on brand experience with Professor Bernd Schmitt, whose insights still influence me today.

Professors Schmitt and Giesler were phenomenal; they provided clear, actionable frameworks tailored to participant’s diverse industries, truly customizing the learning to our needs. The diversity within our cohort was also incredible. I gained valuable insights through well-structured group exercises, learning from peers across various sectors. This reinforced my belief that exceptional CX is vital for customer retention and can be quantitatively measured within an organization. Also, the connections I’ve made are invaluable. I’ve already engaged in several professional dialogues and exchanged development advice with peers. These relationships will definitely be long-term.

I was surprised to discover the relevance of the CX framework across all industries, including B2B and B2C. It’s clear that maintaining a customer-centric approach is crucial for any brand striving to stay relevant.

The new campus is night and day. While I have a special place in my heart for the quintessential Ivy League feel of the main campus, the new Manhattanville campus embodied several CX principles. To innovate, we must feel like we’re on the cutting edge of innovation, technology, and learning. The new campus brought all of this together.

Professor Bernd Schmitt, has a distinct brand in of himself. His brand has continued to amplify with this program. It’s clear that his research and experiences to date have culminated in designing this learning experience for us, his students. I appreciate his passion for the CX field and commitment to innovation. Even while teaching this inaugural program, I could see that he was continuing to look ahead at the next technological advances like Apple Vision Pro.

The tour was eye-opening. It offered practical insights into how every element—from staff interactions to store design—plays a crucial role in crafting the customer experience. Observing other retail businesses in action provided me with several actionable ideas for improving our new Stretch*d store prototype.

The program has broadened my strategic point of view, allowing me to consider every facet of our operation—from our staff pay structure to our construction and design team—as integral to our customer experience strategy. The CX framework we studied will be a cornerstone for our future business decisions at Stretch*d. It’s a tool that will continually enhance our competitive edge and brand value.

Returning to Columbia Business School for this program reminded me of the unmatched quality of our faculty and the power of our community. For any alum looking to sharpen their professional acumen in today’s dynamic business environment, these programs offer invaluable perspectives and access to a network of industry leaders, top-tier companies, and innovative consumer experiences right here in NYC.