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Customer experience modeling: from customer experience to service design

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)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 22 June 2012

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.

Keywords

Citation

Teixeira, J., Patrício, L., Nunes, N.J., Nóbrega, L., Fisk, R.P. and Constantine, L. (2012), "Customer experience modeling: from customer experience to service design", Journal of Service Management, Vol. 23 No. 3, pp. 362-376. https://doi.org/10.1108/09564231211248453

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited