Essay about Service And Customer Design

Submitted By Nanthaphat-Thakoonna
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Pages: 14
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Customer experience design

Customer Experience
Nanthaphat Thakoonnan 27372162
Design Management
ARTD 6073: Design 1 - Assignment 2
10/11/2014 2198 words

Customer experience design

Abstract
This paper examine the influence of customer experience design on customers and companies, the challenges of customer experience in this moment and the possible solution for those challenges. To explore the answer, This paper gathered relate published information both on paper and internet.
The literatures provide several different viewpoint of customer experience. From this paper, customer experience can provide an effective tools of competitive advantage but it not easy to produce. The major challenge is converting customer random expectation into designed experience and the recent challenge is customer experience on E-service. The possible solution is using experience base design and design framework in order to map the problem in overall picture.

Content
Introduction

1

Customer experience

1

Service and customer experience relationship

3

The influencing and important of Customer Experience

4

The challenges

5

The possible solutions

6

Experience base design

6

Using Framework

6

Conclusion

9

Reference lists

10

List of figures

12

Customer experience design

Introduction
Customer experience design also considered to be a part of design management which has increasingly been focused over this last decade. This evolution has been driven by the high demanding of 21st century market. The challenge that every companies are faced that their services and products become "commoditised" (Pine and Gilmore, 1999). This trend forces those companies to find another tools to create competitive advantage. This is when the customer experience come to take a role. In this paper, it will focus on customer experience design by answering three main question. First, it examines how customer experience design influence organization or people. Second, it shows the significant key challenges in this moment. Finally, the solution for those challenges will be provided.
Customer Experience
The idea of customer experience first approach by Carbone and Haeckel (1994). They observed that customer experience always comes beside with product or service offer.
Carbone and Haeckel (1994) defined this experience as "the takeaway impression formed by people's encounters with products, services, and businesses, a perception produced when humans consolidate sensory information." (Carbone and Haeckel, 1994).
Customer experience was introduced in different approach by Pine and Gilmore (1999).
They suggested that services and products will follow the same pattern as it have in the past and will become more commoditised. Therefore, companies will then compete on offering experience as a new weapon to make a company differentiation.
In addition, at the later stage, customer experience has been formulate in deeper detail that “The customer experience originates from a set of interactions between a customer and
1

Customer experience design

a product, a company, or a part of its organisation, which provoke a reaction" (Gentile et al.,
2007). The experience will be personal. Different customer will have different experience depend on the comparison between customer expectation, the stimulus from interaction, the level of involvement (emotional, rational, physical and spiritual) and the different of the time or moment of contact (Gentile et al., 2007). In an easy picture that " the customer's end-to-end journey" (Rawson et al, 2013).

Figure1: The customer journey from start to the end.
Source: Adapted from lookaheadstayahead.com, No date.
Figure1 shows the example of customer journey from the Generation to usage. Customer and organization will have an interactive point or touch point across the journey which every touch points can impact to the customer experience. Customer experience can begin with advertising on website, bill board or even the
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