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A designerly way of analyzing the customer experience
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013). Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). (CTF)ORCID iD: 0000-0002-2887-2463
Management Center Innsbruck, Austria.. (MCI)
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Social and Psychological Studies (from 2013). (CTF)ORCID iD: 0000-0002-4120-8823
2018 (English)In: Journal of Services Marketing, ISSN 0887-6045, E-ISSN 0887-6045, Vol. 23, no 3, p. 777-788Article in journal (Refereed) Published
Abstract [en]

The purpose of this paper is to evaluate the usability of different design methods in understanding the customer experience from a contextual and systemic standpoint.

Design/methodology/approach

Three design methods (i.e. personas, observations and collaborative service mapping) were applied to analyze customer experiences in two service settings. These methods’ usability was compared across the two settings.

Findings

Personas, as informed by phenomenological interviews, provide insights into the customer’s broader lifeworld context. These insights assist in connecting with and understanding the customer experience from a dyadic customer-firm perspective. The involvement of the customer in service mapping activities supports the validation of findings and gives access to experience dimensions beyond the immediate service setting.

Research limitations/implications

The analysis is limited to three design methods and is based on small samples. Future research should systematically review design methods to provide a basis for a more comprehensive

evaluation.

Practical implications

To successfully capture the contextual and systemic nature of the customer experience, managers should apply interpretive approaches and actively involve selected customers as “experts of their experiences”. The study provides guidelines on how design methods can be combined and applied to a more holistic customer experience analysis.

Originality/value

The paper shows that design methods, when applied in a combined form, can support an analysis that captures both in-depth insights into the customer’s lifeworld and the complexity of value constellations.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018. Vol. 23, no 3, p. 777-788
Keywords [en]
Service design, Customer experience, Participatory design, Empathy design, Service mapping
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-70215DOI: 10.1108/JSM-04-2017-0138ISI: 000452703800003OAI: oai:DiVA.org:kau-70215DiVA, id: diva2:1264752
Available from: 2018-11-21 Created: 2018-11-21 Last updated: 2019-02-07Bibliographically approved

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Trischler, JakobWestman, Jessica

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