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Customer experience modeling: from customer experience to service design

Title
Customer experience modeling: from customer experience to service design
Type
Article in International Scientific Journal
Year
2012
Authors
Teixeira,Jorge
(Author)
FEUP
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Patricio, Lia
(Author)
FEUP
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Nuno J. Nunes
(Author)
Other
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Leonel Nóbrega
(Author)
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Raymond P. Fisk
(Author)
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Larry Constantine
(Author)
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Journal
Vol. 23 No. 3
Pages: 362-376
ISSN: 1757-5818
Publisher: Emerald
Indexing
Scientific classification
FOS: Social sciences > Economics and Business
Other information
Authenticus ID: P-002-FE3
Abstract (EN): 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.
Language: English
Type (Professor's evaluation): Scientific
Contact: jorgegrenha@m-iti.org
No. of pages: 15
Documents
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