Dr. Gautam Jha is a Research Associate at the University of Cambridge. Gautam holds a PhD in Customer Experience centric strategy, with a focus on how human and autonomous AI participation can drive qualitative differentiation in managing customer experience. His research has been featured in leading academic conferences, books, and forthcoming journal publications. With over 22 years’ experience, Gautam is a seasoned Digital Transformation Adviser, having led large-scale transformation initiatives across established businesses. He is presently leading research on AI adoption strategy to understand how we can use AI to make experiences more humane.

Gautam is a founder of CXMi that fuses over two decades as a transformation leader, delivering CX-led digital strategies for organisations such as M&S, Legal & General, Avaya, Telstra, and TVH Parts. Gautam’s research led to the creation of the CXMi framework (Attitudes, Capabilities, Methods), grounded in insights from 50+ senior leaders across 37 global firms. The CXMi framework provides a methodology to operationalize customer experience management (CXM) and transform firms with customer experience-centricity by applying intelligence (human + AI). Today, CXMi informs his executive teaching, assessments and advisory work to accelerate CXM and AI adoption blueprints worldwide.

Recent publications

Jha Gautam, Chandwani Jatin, Zaki Mohamed (Forthcoming). The shift to fast good service

experience through digitalization : Lessons from KFC. In Kristensson, Per; Witell Lars, and

Zaki, Mohamed (Eds.), Handbook of Service Experience. UK: Edward Elgar Publishing

Jha Gautam, Zaki Mohamed (2024), “Achieving excellence in managing customer experience” in

AMA summer conference proceedings, Boston 2024

Wetzels Ruud, Zaki Mohamed, Jha Gautam,Wetzels Martin (2024), “Mapping the Evolution

of B2B Service Research: A Large-Language Model-Based Topic Modelling Approach” in

Servsig 24 Proceedings, Kedge Business School, Bordeaux, 2024

Blumel, Jan and Gautam Jha (2023), “Designing a Conversational AI Agent: Framework

Combining Customer Experience Management, Personalization, and AI in Service Techniques,”

in Hawaii International Conference on System Sciences 2023

Jha, Gautam and Mohamed Zaki (2023), “Customer experience centric transformation in

B2B”, in QUIS 18 Proceedings, The 18th International Research Symposium on Service

Excellence in Management, VinUniversity, Hanoi, 2023

Jha, Gautam and Mohamed Zaki (2022), “Digital acceleration in consumer retail : The role

of technology in providing improvised customer experience,” in QUIS17 Proceedings, Editorial

Universitat Polit`ecnica de Val`encia, 2022

Jha, Gautam and Mohamed Zaki (2022), “Customer experience management: The blend

between autonomous AI and humans in the service ecosystem,” in Servsig 22 Proceedings,

University of Strathclyde, Glasgow, 2022