Customer experience modeling: from customer experience to service design

Customer experience modeling: from customer experience to service design Purpose – Customer experience has become increasingly important for service organizations that see it as a source of sustainable competitive advantage, and for service designers, who consider it fundamental to any service design project. Design/methodology/approach – Integrating contributions from different fields, CEM was conceptually developed to represent the different aspects of customer experience in a holistic diagrammatic representation. CEM was further developed with an application to a multimedia service. To further develop and build CEM's models, 17 customers of a multimedia service provider were interviewed and the data were analyzed using Grounded Theory methodology. Findings – Combining multidisciplinary contributions to represent customer experience elements enables the systematization of its complex information. The application to a multimedia service highlights how CEM can facilitate the work of multidisciplinary design teams by providing more insightful inputs to service design. Originality/value – CEM supports the holistic nature of customer experience, providing a systematic portrayal of its context and shifting the focus from single experience elements to their orchestration. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Management Emerald Publishing

Customer experience modeling: from customer experience to service design

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1757-5818
DOI
10.1108/09564231211248453
Publisher site
See Article on Publisher Site

Abstract

Purpose – Customer experience has become increasingly important for service organizations that see it as a source of sustainable competitive advantage, and for service designers, who consider it fundamental to any service design project. Design/methodology/approach – Integrating contributions from different fields, CEM was conceptually developed to represent the different aspects of customer experience in a holistic diagrammatic representation. CEM was further developed with an application to a multimedia service. To further develop and build CEM's models, 17 customers of a multimedia service provider were interviewed and the data were analyzed using Grounded Theory methodology. Findings – Combining multidisciplinary contributions to represent customer experience elements enables the systematization of its complex information. The application to a multimedia service highlights how CEM can facilitate the work of multidisciplinary design teams by providing more insightful inputs to service design. Originality/value – CEM supports the holistic nature of customer experience, providing a systematic portrayal of its context and shifting the focus from single experience elements to their orchestration.

Journal

Journal of Service ManagementEmerald Publishing

Published: Jun 22, 2012

Keywords: Customer experience; Service design; Interaction design; Customer service management; Design

References

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