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Drawing upon the theory of the mundanity of excellence, this study introduces a fresh approach to manage and operationalise customer experience based on a framework (ACM): attitudes (A) towards customer experience centricity, capabilities (C) that integrate customer journey management and mastery of methods (M) to optimise customer experience. Integrating insights from indepth interviews with fifty senior leaders, the study identifies nine smaller detail sub-themes encapsulated within three overarching categories of ACM. Furthermore, the study identifies five operational stages of customer experience management - siloed, reactive, cohesive, data-enabled and culture-driven, each distinguished by their focus on specific attitudes, capabilities and methods. 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