Jorge Teixeira

Customer experience modeling: from customer experience to service design

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 CEMs 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/...

Customer experience modeling: designing interactions for service systems

Designers aspire to create engaging and desirable experiences. To that end they study users, aiming to better understand their preferences, ways of thinking and desired outcomes. In the service sector this task is more intricate as experiences encompass the whole customer journey, or the sequence of moments of interaction between customer and company. In services, one poorly designed interaction can severely compromise the overall experience. Despite experience holistic nature, current methods address its components separately, failing to provide an overall systematized picture. This paper presents Customer Experience Modeling, a novel multidisciplinary approach to systematize, represent and evaluate customer experiences to guide service and interaction design efforts. We illustrate this method with an application to a multimedia service provider built upon 17 interviews with service users.

Dynamic Multi-interface Services: An Application to the Design of a Multimedia Service

The development and widespread market acceptance of recent technological devices, such as smart phones and tablets, poses new challenges and great opportunities for innovative service designs. In fact these devices no longer merely replicate the same functionalities in different contexts, they can also dynamically interact among themselves when in close proximity. Thus, this is a two-fold challenge for service designers, they must handle the additional points of contact between service providers and their customers independently, and also in combinations. In this paper we present the relevant concepts for designing multi-interface services, and also introduce the concept of dynamic service interfaces. We illustrate these dynamic service interfaces by presenting an application to the design of a new multimedia service. This service makes use of dynamic service interfaces to deliver an improved and innovative customer experience.