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Article
Publication date: 26 November 2018

Clara Koetz

This paper aims to analyze the concept of customer experience in the marketing literature, identify its dimensions and applications in retail companies and integrate it with the…

7412

Abstract

Purpose

This paper aims to analyze the concept of customer experience in the marketing literature, identify its dimensions and applications in retail companies and integrate it with the concepts of touchpoints and consumer journey; some correlated concepts, such as customer delight and engagement, are also clarified, and an example of best practice customer experience management, using the beauty product company Sephora as a reference is provided.

Design/methodology/approach

The case analysis was based on an examination of available public documents, such as press articles, case studies and the content of beauty blogs and social media (Facebook and YouTube) from 2014 to 2017; Sephora’s social media communities (Beauty Talk, The Glossy and Sephora TV); the company’s website and mobile application; and physical stores and Sephora Flash (a mix of a physical and digital store).

Findings

Four categories emerged from the analysis, namely, to provide an enhanced omni-channel shopping experience, to reward loyalty and to bond with customers, to promote social shopping experiences and to delight customers.

Practical implications

The study results provide retail managers important insights for maximizing customer experience across different touchpoints and throughout the whole journey to increase customer engagement and loyalty.

Originality/value

The paper provides clear theoretical and practical basis for customer experience management, based on an analysis of the concepts of customer experience, delight and engagement, as well as a case analysis of a company that excels in this area.

Details

Journal of Business Strategy, vol. 40 no. 1
Type: Research Article
ISSN: 0275-6668

Keywords

Article
Publication date: 1 November 1999

Jennifer Rowley

Against the changing perceptions of the nature of the customer experience in museums, this article seeks to explore aspects of the total customer experience in museums, initially…

7419

Abstract

Against the changing perceptions of the nature of the customer experience in museums, this article seeks to explore aspects of the total customer experience in museums, initially through two simple case studies, and subsequently by identifying some of the factors that might influence the customer experience. A methodology using walk‐through audits is proposed for monitoring the total customer experience. This methodology has the following stages: building a typical customer profile, designing walk through audit frames, executing audit frames, analysing the data from frames, introducing any recommended changes to the strategic plan, and modifying frames to reflect changes. This methodology offers an important approach to the evaluation of the total customer experience, which encompasses consideration of the way in which the variety of individual service exchanges come together to provide an integrated experience.

Details

International Journal of Contemporary Hospitality Management, vol. 11 no. 6
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 13 June 2008

Shin'ya Nagasawa

The purpose of this paper is to explain the relationships and the meaning of the customer experience management approach, which involves manufacturing and fabrication influenced…

5131

Abstract

Purpose

The purpose of this paper is to explain the relationships and the meaning of the customer experience management approach, which involves manufacturing and fabrication influenced by human kansei with respect to the management of technology (MOT).

Design/methodology/approach

Four cases of experience value creation from earlier work are presented. An interview was held with the product manager of each product or CEO of each company. According to the interview, the paper analyses experience values of four cases based on the five modules.

Findings

As a result of analyzing INAX “SATIS”, NISSAN “X‐TRAIL”, Canvas Bag by “Ichizawa Hampu” and Albirex Niigata from the viewpoint of the creation of customer experiences, it was found that each of them has high standards for all values of SENSE, FEEL, THINK, ACT and RELATE, meaning that they are like an ensemble of customer experiences. They create not only functional benefit but also customer experiences by the MOT approach.

Originality/value

This paper explains the relationships and the meaning of the customer experience management approach, which involves manufacturing and fabrication influenced by human kansei with respect to the Management of Technology (MOT) and will be of interest to those involved in that field.

Details

The TQM Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1754-2731

Keywords

Book part
Publication date: 29 January 2024

Mohammed Salem

This study examines how chatbots could improve the client experience in the banking sector. Due to their quick and effective customer service, chatbots are becoming more and more…

Abstract

This study examines how chatbots could improve the client experience in the banking sector. Due to their quick and effective customer service, chatbots are becoming more and more popular, but it is still unknown whether they can improve the customer experience. In order to gather data from a simple random sample of Palestinian banking clients in the Gaza Strip, a survey was conducted utilizing the explanatory technique. To test hypotheses, data collected from 337 individuals was evaluated using simple regression analysis. According to the results, chatbots may enhance the customer experience by offering 24/7 availability, prompt support, and customized replies. However, issues with data privacy, lack of human interaction, and chatbot accuracy were also noted. The study comes to the conclusion that chatbots may be an effective tool for increasing customer experience in the banking sector, but their design, deployment, and interaction with current customer service channels must be carefully considered. This study significantly adds to the body of knowledge on chatbots and their potential influence on customer experience. The study offers useful insights into the particular difficulties and potential of employing chatbots in a highly regulated and customer-focused industry by concentrating exclusively on the banking sector. The results show that chatbot implementation in banking needs to be approached thoughtfully and strategically to maximize their potential for improving customer experience while limiting any possible downsides.

Details

Digital Technology and Changing Roles in Managerial and Financial Accounting: Theoretical Knowledge and Practical Application
Type: Book
ISBN: 978-1-80455-973-4

Keywords

Article
Publication date: 1 September 1994

Jennifer Rowley

Seeks to explore aspects of the total customer experience inlibraries, initially through three simple case studies, and subsequentlyby identifying some of the factors that might…

2467

Abstract

Seeks to explore aspects of the total customer experience in libraries, initially through three simple case studies, and subsequently by identifying some of the factors that might influence the customer experience. Proposes a methodology using walk‐through audits for monitoring total customer experience.

Details

Library Review, vol. 43 no. 6
Type: Research Article
ISSN: 0024-2535

Keywords

Article
Publication date: 3 July 2017

Ashish Thomas

The purpose of this paper is to focus on the evolving field of hybrid services within the customer service domain. The distinguishing characteristic of hybrid services is its…

1731

Abstract

Purpose

The purpose of this paper is to focus on the evolving field of hybrid services within the customer service domain. The distinguishing characteristic of hybrid services is its rapid advancements and intersection of technology innovations mixed with customer service approaches.

Design/methodology/approach

Extensive research and analysis has identified numerous models to measure service quality and most of these models are derived from the SERVQUAL. Since SERVQUAL is not clearly focused to analyze the customer’s experience, the authors have used mixed methods of data collection. The two sources of data are both primary and secondary data. Primary source of research is semi-structured feedback with key operations manager and front line employees involved in the business process outsourcing industry. Secondary source of data is based on case studies of organizations engaged in information technology and ecommerce.

Findings

In this study, the author suggests multivariate hybrid pathways to streamline and deliver exceptional customer experience, which enhances the customer retention and firm’s competitive advantage. This study emphasizes on the imminent growth of hybrid services within the customer service domain. The distinguishing characteristic of hybrid services is its rapid advancements and intersection of technology innovations mixed with customer service approaches. The customers’ interactions with a firm are gaining proportional complexity due to the intercourse of human and technology interactions.

Originality/value

This study integrates the diverging but distinct pathways that influence customer experience. The study is centralized on the theme that there is a progressive dependence of human interactions with technological developments. It highlights the advent of new digital technologies that are the catalyst for personalized customer experiences.

Details

Business Process Management Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1463-7154

Keywords

Article
Publication date: 23 November 2021

Antonella Angelini and Annalisa Gilli

This paper aims to consider how customer experience can be used by wineries to enrich their value proposition and improve their competitive advantage.

2344

Abstract

Purpose

This paper aims to consider how customer experience can be used by wineries to enrich their value proposition and improve their competitive advantage.

Design/methodology/approach

Qualitative research, using a semi-structured interview approach, was conducted on four small sized wineries located in the Bolgheri area (Tuscany, Italy). This study was based on the theoretical model of Pine and Gilmore.

Findings

All the wineries in the sample are committed to enriching wine – the tangible product. They focus on customer experience to make the process unique and meaningful. They seek to provide a rich experience, but have chosen one experience dimension to create a specific identity for themselves. It is evident, based on interviews and online reviews, that the customers appreciate the efforts of the wineries.

Research limitations/implications

This study can be further developed, using dimensions such as brand awareness and by building a larger sample, to understand how wineries can further improve their value proposition.

Practical implications

The adoption of marketing experience requires flawless execution of the experiences, starting from first employee-customer interaction. For this reason, it is essential for companies to invest in the training and development of their employees, who represent the experiential offer, and act as the link between the internal and external world. It is also important to identify new trends and be proactive.

Originality/value

Very few studies in the literature focus on customer experience in wine sector.

Details

Journal of Business Strategy, vol. 43 no. 6
Type: Research Article
ISSN: 0275-6668

Keywords

Article
Publication date: 15 May 2007

Robert Heffernan and Steve LaValle

Describes how companies can make managing the emotional expectations of customers the frontier of the customer‐focused enterprise.

2621

Abstract

Purpose

Describes how companies can make managing the emotional expectations of customers the frontier of the customer‐focused enterprise.

Design/methodology/approach

Customer experiences have emotional characteristics that companies historically haven't been good at delivering. The customer experience is more than an analysis of hard metrics about speed, availability and information. These performance measures are critical, but real progress in shaping the customer experience comes from addressing the emotional aspects of their interactions.

Findings

The key to success is to fully understand the customers' needs and expectations. By doing so, companies can identify what the most important interactions are – key “moments of truth” – and prioritize delivery on these interactions.

Practical implications

By employing a customer experience framework to prioritize resources according to the impact of particular customer interactions, paying particular attention to emotional experiences, companies can build achievable operational models that create customer advocates.

Originality/value

Best‐in‐class companies understand the entire customer experience and use a Customer‐Focused Enterprise model to foster customer advocates while deploying resources effectively and efficiently. The six characteristics of the CFE are: customer authority, customer dialog, integrated execution, solution experience, human performance and customer focused organization.

Details

Strategy & Leadership, vol. 35 no. 3
Type: Research Article
ISSN: 1087-8572

Keywords

Book part
Publication date: 1 May 2018

Steve Fairbanks and Aaron Buchko

Strategy Question: How do we effectively communicate our brand to our customers and our market?Summary: Many firms have a sense of the organization’s “brand.” We define brand as…

Abstract

Strategy Question: How do we effectively communicate our brand to our customers and our market?

Summary: Many firms have a sense of the organization’s “brand.” We define brand as “the promise of an experience” to the customers. Firms need to identify the elements of the customer experience that are valued by the customer and determine the brand experience the organization wishes to convey is consistent with the experience of the customer. This tool uses a simple survey process methodology to determine whether the brand experience the organization wishes to convey is consistent with the experience of the customer. A simple X/Y chart is used to array the firm’s offerings based upon the customer’s perception of the brand experience. Comparisons with competitive firms can be included in the analysis. The results provide insight into the effectiveness of promotional and communication efforts intended to develop brand awareness among customers.

Details

Performance-Based Strategy
Type: Book
ISBN: 978-1-78743-796-8

Keywords

Article
Publication date: 14 October 2020

B. Joseph Pine II

The author’s thesis is that today we have transitioned from a Service Economy to an Experience Economy, . What customers increasingly want are experiences – memorable events that…

2243

Abstract

Purpose

The author’s thesis is that today we have transitioned from a Service Economy to an Experience Economy, . What customers increasingly want are experiences – memorable events that engage each individual in an inherently personal way. And if companies want to create and consistently offer engagement experience value, then they need to give their employees the wherewithal to design, create and stage such offerings through an employee experience that is equally personal, memorable and of course engaging. 10;

Design/methodology/approach

The author suggests that we think of the customer/employee relationship as the experience profit chain, one that interacts in multiple and complex ways to yield a connected human experience.

Findings

Better employee experience leads to the creation of a better experience for customers, which feeds back to enabling a more engaging employee experience. Separate employee experiences from customer experiences and it will become increasingly hard to create the economic value desired by customers today.

Practical implications

The employee experience depends on how well companies design the time employees spend that creates value for customers.

Originality/value

Seminal article that analyzes and offers guidance on how to formulate the relationship between customer experience and employee experience.

Details

Strategy & Leadership, vol. 48 no. 6
Type: Research Article
ISSN: 1087-8572

1 – 10 of over 131000