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Chapter from: "Service Excellence: Creating Customer Experiences that Build Relationships"
Published by: Business Expert Press
Originally published in: 2016

Abstract

Service has a unique ability to create experiences that build profitable relationships with customers. Based on a service-centered perspective, this book analyzes the challenges of creating excellent customer experiences, including the management of technology and new media. It describes how customers co-produce and co-create their experiences, and how these activities influence business revenues and costs. Customer experience refers to the sensory, cognitive, emotional, social, and behavioral dimensions of all activities that connect the customer and the organization over time across touchpoints and channels. It encompasses all activities involving the customer where the organization is the focal object, including pre-purchase activities (such as exposure to a website ad), and purchase, consumption, and engagement behaviors (blogging, sharing photos). The book takes a deep dive into the psychology of customers, revealing the conceptual building blocks of customer experiences and how they build relationships over time. These ideas provide a business perspective on how customer-focused service strategies generate cash flows, including the role of pricing. The book is designed to help managers translate customer insights into organizational actions by providing concepts and tools to: 1) Uncover new sources of revenue from innovations and improvements in the customer experience, including leveraging business analytics and metrics (Chapter 6); 2) Design service processes, operations, and channels to create customer experiences that build relationships, as well as design responses to service failures (Chapter 7); and 3) Manage people and physical evidence in co-creating the customer experience, plus create a favorable service climate (Chapter 8). The book closes by considering the customer experience from a global perspective and considering future business prospects.

About

Abstract

Service has a unique ability to create experiences that build profitable relationships with customers. Based on a service-centered perspective, this book analyzes the challenges of creating excellent customer experiences, including the management of technology and new media. It describes how customers co-produce and co-create their experiences, and how these activities influence business revenues and costs. Customer experience refers to the sensory, cognitive, emotional, social, and behavioral dimensions of all activities that connect the customer and the organization over time across touchpoints and channels. It encompasses all activities involving the customer where the organization is the focal object, including pre-purchase activities (such as exposure to a website ad), and purchase, consumption, and engagement behaviors (blogging, sharing photos). The book takes a deep dive into the psychology of customers, revealing the conceptual building blocks of customer experiences and how they build relationships over time. These ideas provide a business perspective on how customer-focused service strategies generate cash flows, including the role of pricing. The book is designed to help managers translate customer insights into organizational actions by providing concepts and tools to: 1) Uncover new sources of revenue from innovations and improvements in the customer experience, including leveraging business analytics and metrics (Chapter 6); 2) Design service processes, operations, and channels to create customer experiences that build relationships, as well as design responses to service failures (Chapter 7); and 3) Manage people and physical evidence in co-creating the customer experience, plus create a favorable service climate (Chapter 8). The book closes by considering the customer experience from a global perspective and considering future business prospects.

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