Service Design for a Holistic Customer Experience: A Process Perspective

2017 ◽  
Author(s):  
Ioannis Bellos ◽  
Stelios Kavadias
Keyword(s):  
Service Design ◽  
Customer Experience ◽  
Process Perspective

Service design for intelligent exhibition guidance service based on dynamic customer experience

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ching-Hung Lee ◽  
Qiye Li ◽  
Yu-Chi Lee ◽  
Chih-Wen Shih
Keyword(s):  
Service System ◽  
Design Method ◽  
Service Design ◽  
Customer Experience ◽  
Design Stage ◽  
Customer Journey ◽  
Content Type ◽  
Design Requirements ◽  
Exhibition Service ◽  
Pain Points

PurposeA good customer experience means meeting the customer expectation. Thus, unexpected customer experience is usually a good point to initiate improvement or innovation for product or service design. Attempting to enhance the customer experience in the customer journey, this study aims to demonstrate a customer journey centred service design approach to receive the design requirements based on customers' needs and to use a systematic approach to generate solutions.Design/methodology/approachA holistic service design method named 3E model was proposed. It integrates customer experience journey map (CXJM), the theory of inventive problem solving (TRIZ) and service assembly and service replacement mechanism into three design stages. In stage 1, CXJM is enhanced with emotional range analysis to identify the customer pain points as well as customers' requirements (CRs) in exhibition, tourism and hotel sectors for initializing service design. Stage 2 investigates the specific design requirements (DRs) of the smart exhibition system and the contradictions. Then, the innovative principles were analyzed. In Stage 3, expected exhibition service system was designed.FindingsThe new service system which named the smart expo system based on information and communication technology (ICT) is proposed. It consists of “Tourism Link assists”, “i-Kaohsiung hotel service center”, “Smart AEC” and “O2O e-tickets”.Originality/valueThe proposed 3E model builds a systematic and coherent design method for the smart exhibition service area. It provides the linkage and action-oriented guidance from customer pain points, service parameters, innovative principles to solutions.

Customer experience modeling: from customer experience to service design

2012 ◽  
Vol 23 (3) ◽  
pp. 362-376 ◽  
Author(s):  
Jorge Teixeira ◽  
Lia Patrício ◽  
Nuno J. Nunes ◽  
Leonel Nóbrega ◽  
Raymond P. Fisk ◽  
...  
Keyword(s):  
Service Design ◽  
Customer Experience

Customer Experience and Service Design

2014 ◽  
pp. 109-130 ◽  
Author(s):  
Uday S. Karmarkar ◽  
Uma R. Karmarkar
Keyword(s):  
Service Design ◽  
Customer Experience

scholarly journals Service Design for a Holistic Customer Experience: A Process Framework

2020 ◽  
Author(s):  
Ioannis Bellos ◽  
Stylianos Kavadias
Keyword(s):  
Operations Management ◽  
Subjective Experience ◽  
Service Design ◽  
Nonstationary Process ◽  
Customer Experience ◽  
Coupling Factor ◽  
Functional Benefit ◽  
Two Factors ◽  
Key Steps ◽  
Step Type

Modern service design practices conceptualize services as multistep processes. At each step, customers derive an uncertain value, which depends on a functional benefit and a subjective experience. The latter may depend on experiences realized at previous steps. Service designs determine the provider effort at each step given that customers prefer less-variable experiences, and enable a holistic perspective of the overall experience. We quantify two factors that shape service designs: the type of steps ((i) routine steps, where effort increases the functional benefit and decreases the experience variability, and (ii) nonroutine steps, where effort increases the functional benefit at the expense of higher variability) and a holistic coupling factor (at each step, the design is determined not only by experience realizations at predecessor steps but also by how it can shape subsequent experiences). The optimal efforts depend on the combination of these two factors, giving rise to actionable design rules. For a positive coupling factor, step type homogeneity leads to “spread the effort” designs (complementary efforts), whereas a negative coupling factor suggests focusing the effort on a few key steps at the expense of the rest of the service (substitutable efforts). Step type heterogeneity reverses these recommendations. Moreover, when the customer experience unfolds according to a nonstationary process with serial correlation, the effort at each step is determined by an impact zone defined by the steps surrounding the focal service step. Stronger correlation always induces higher effort, whereas weaker correlation may induce less effort in services with heterogeneous step types. This paper was accepted by Serguei Netessine, operations management.

Health check-up service design using customer experience analysis

2015 ◽  
Vol 15 (2) ◽  
pp. 167-180
Author(s):  
박은경 ◽  
이준서 ◽  
Yong Se Kim ◽  
구혜련
Keyword(s):  
Service Design ◽  
Customer Experience ◽  
Health Check
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