The Institute of Customer Experience Management (ICEM - https://icem.ehl.edu/) has been launched at Ecole hôtelière de Lausanne in September 2020 with the vision of becoming the leading CX research institute in the field of hospitality and service. ICEM works at the intersection of CX management and digital media within the extended hospitality and service industries. Thanks to the expertise of EHL faculty and industry leaders the institute is able to provide cutting edge research to inform both theory and business practices contributing in building a real competitive advantage for partners.