The customer experience : a road-map for improvement
Johnston, Robert and Kong, Xiangyu. (2011) The customer experience : a road-map for improvement. Managing Service Quality, Vol.21 (No.1). pp. 5-24. ISSN 0960-4529
WRAP_Johnston_and_Kong_MSQ_submission_v2.pdf - Accepted Version - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Official URL: http://dx.doi.org/10.1108/09604521111100225
Purpose – This paper aims to respond to the call to help organisations to systematically engineer their customer experiences. Its objective is to investigate how organisations actually go about designing and improving their customer experiences.
Design/methodology/approach – A total of four organisations were chosen for this exploratory study; one business-to-business company, one business-to-consumer company, one utility, and one public sector organisation. This longitudinal study over a period of four years collected data from participant observation, discussions, internal reports and from secondary data.
Findings – Despite the differences between the four organisations they appear to have taken, independently, the same approach to bring about improvements to their customer experiences. This paper proposes a ten-stage “road-map” to improvement which develops the existing models.
Research limitations/implications – Main limitations were that the in-depth, longitudinal study covered just four organisations and from a mix of sectors. Additional work is needed to further test the findings in more organisations.
Practical implications – This study identifies the critical importance of mindset change in the design of customer experience improvement programmes and the ways in which customers can be directly engaged in the design and improvement process. Importantly, it provides a road-map that organisations can use as a base for improving their customer experiences. It also suggests that it is useful to have clear objectives in three areas: customer; staff; and cost-efficiency; and use them to assess the benefits of improving the customer experience.
Originality/value – The study organises the current literature on the customer experience, distinguishes between “service” and “experience”, and provides a research-based road-map for improving the customer experience.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HF Commerce|
|Divisions:||Faculty of Social Sciences > Warwick Business School|
|Library of Congress Subject Headings (LCSH):||Customer services|
|Journal or Publication Title:||Managing Service Quality|
|Publisher:||Emerald Group Publishing Ltd.|
|Page Range:||pp. 5-24|
|Access rights to Published version:||Open Access|
Bate, P. and Robert, G. (2007). "Toward More user-Centric OD - Lessons From the Field of Experience-Based Design and a Case Study." The Journal of Applied Behavioral Science, 41(1): 41-66.
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