Previously published as: International Journal of Service Industry Management
Online from: 1995
Subject Area: Industry and Public Sector Management
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|Title:||Customer experience modeling: from customer experience to service design|
|Author(s):||Jorge Teixeira, (Madeira Interactive Technologies Institute, University of Madeira, Funchal, Portugal and Faculty of Engineering, University of Porto, Porto, Portugal), Lia Patrício, (Faculty of Engineering, University of Porto, Porto, Portugal), Nuno J. Nunes, (Madeira Interactive Technologies Institute, University of Madeira, Funchal, Portugal), Leonel Nóbrega, (Madeira Interactive Technologies Institute, University of Madeira, Funchal, Portugal), Raymond P. Fisk, (McCoy College of Business Administration, Texas State University, San Marcos, Texas, USA), Larry Constantine, (Madeira Interactive Technologies Institute, University of Madeira, Funchal, Portugal)|
|Citation:||Jorge Teixeira, Lia Patrício, Nuno J. Nunes, Leonel Nóbrega, Raymond P. Fisk, Larry Constantine, (2012) "Customer experience modeling: from customer experience to service design", Journal of Service Management, Vol. 23 Iss: 3, pp.362 - 376|
|Keywords:||Customer experience, Customer service management, Design, Interaction design, Service design|
|Article type:||Research paper|
|DOI:||10.1108/09564231211248453 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||This research was partially funded by Intervir +/+ Conhecimento Grant. MADFDR-01-0190- FEDER-000002.|
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.
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