Article | Conference Proceedings ServDes.2009; DeThinking Service; ReThinking Design; Oslo Norway 24-26 November 2009 | Bridging the gap between brand strategy and customer experience in services: the target experience tool

Title:
Bridging the gap between brand strategy and customer experience in services: the target experience tool
Author:
Simon Clatworthy: Oslo School of Architecture and Design (AHO), Oslo
Download:
Full text (pdf)
Year:
2009
Conference:
Conference Proceedings ServDes.2009; DeThinking Service; ReThinking Design; Oslo Norway 24-26 November 2009
Issue:
059
Article no.:
005
Pages:
43-46
No. of pages:
21
Publication type:
Abstract and Fulltext
Published:
2012-09-19
ISBN:
978-91-7519-771-5
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


Export in BibTex, RIS or text

This paper describes work in progress for the development of a structured process that helps crossfunctional development teams to bridge the gap between a company’s brand strategy and experiences for customers. The process is aimed to assist and structure the very early stages of the service development process; the fuzzy front end. Further; it describes a tool that has been developed that can be used to assist this transformation; by scoping the ’target experience’ for a proposed service. The tool uses role-playing; using professional actors to improvise upon key experience words such that behaviours and customer experiences are explored. The paper describes the theoretical basis for this work; the process and the tool itself; together with early reflections upon its use.

Conference Proceedings ServDes.2009; DeThinking Service; ReThinking Design; Oslo Norway 24-26 November 2009

Author:
Simon Clatworthy
Title:
Bridging the gap between brand strategy and customer experience in services: the target experience tool
References:

Aaker. D. (2000). Brand leadership. The free press.


Aaker. J (1997). Dimensions of Brand Personality. Journal of Marketing Research. Vol. 34 (August); pp. 347-356


Andersson Joacim (2005). Design as a way of bringing a service brand to life: the design dimension in brand development. Proceedings of the Nordic Research Conference; May 29-31 2005; Copenhagen.


Benedek and Miner (2002). Measuring Desirability: New methods for measuring desirability in the usability lab setting. Proceedings of the Usability Professionals’ Conference; 2002.


Berliner and Brimson (1988). Cost Management for Today’s Advanced Management. Harvard Business School Press.


Boess (2006). Rationales for role playing in design. Proceedings of the 2006 Design Research Conference. Lisbon. Design Research Society.


Boess et al (2007). When is role playing really experiential? Case studies. Proceedings of TEI 07. Baton Rouge; USA. ACM.


Boess (2008). First steps in Role Playing. Proceedings of CHI 2008. ACM. mBuchenau and Fulton Suri (2000). Experience prototyping. DIS 2000. ACM


Burns et al (1994). Actors; Hairdos and Videotape - Informance Design. Proceedings of CHI94. Boston Massachusets.


de Chernatony and Segal-Horn (2003). The criteria for successful services brands. European Journal of Marketing Volume: 37 Issue: 7/8 Page: 1095 - 1118


Clatworthy (2008). Innovations in service experiences; the AT-ONE method. Proceedings of the 6th Design and Emotion Conference. Hong Kong Polytechnic and Univeristy; Hong Kong.


Denison; Hart & Kahn (1996). From Chimneys to Cross-Functional Teams: Developing and Validating a Diagnostic Model. Academy of Management Journal Vol.39 No.4; pp1005-1023


Desmet; P. M. A.; & Hekkert; P. (2007). Framework of Product Experience. International Journal of Design; 1(1); 57-66.


Ellwood (2002). The Essential Brand Book. 2nd Edition. Kogan Page. London. Fitzsimmons 06 Service Management (5th ed) McGraw Hill


Gadd (2001). 4D Branding. Pearson Education; London


Gladstein et al (1992). Demography and Design: Predictors of New Product Team Performance Organization Science; Vol. 3; No. 3; Focused Issue: Management of Technology (Aug.; 1992); pp. 321-341


Gobe (2001). Emotional Branding. Allworth Press New York Grönroos 00 Service Management and Marketing. Wiley


Hansen and Christensen (2007) Emotions; Advertising and Consumer Choice. Copenhagen University Press


Hassenzahl and Tractinsky (2006). User experience - a research agenda. Behaviour and Information Technology; vol 25; No.2 pp91-97


Hollins an Hollins (1991). Total Design; Managing the design process in the service sector. Pitman London.s


Karjalainen (2004). Semantic Transformation in Design. University of Art and Design Helsinki


Lind et al (2008) Co-Design as social constructive Pragmatism. Proceedings of the AIS Interest group on Pragmatist IS Research. Paris December 2008 Looy et al 03 Services Management; an integrated approach. Prentice-Hall


Martensen and Dahlgaard (1999). Strategy and planning for innovation and management - supported by creative and learning organisations. International Journal of Quality and Reliability Management Vol. 16. No.9; pp878-891


McDonald et al. (2001). Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model. European Journal of Marketing Volume: 35 Issue: 3/4 Page: 335 - 352


Muniz; Jr. and O’Guinn 2001. Brand Community. The Journal of Consumer Research; Vol. 27; No. 4 (Mar.; 2001); pp. 412-432


Oulasvirta et al. (2003) Understanding contexts by being there: case studies in bodystorming . Personal and Ubiquitous Computing; 2003 - Springer


Pine and Gilmore (1998). The experience economy. Harvard Business School Press. Boston.


Ratneshwar & Mick (2002). Inside Consumption: Consumer motives; goals and desires. Routledge


Sanders and Stappers (2008). Co-creation and the new landscape of design. In CoDesign; Vol.4 Issue 1. Taylor and Francis


Schmitt (2003). Customer experience management. John Wiley


Sethi et al (2001). Cross-Functional Product Development Teams; Creativity and the Innovativeness of New Consumer Products. Journal of Marketing research Vol. 38 pp.73-85


Shedroff (2001). Experience Design. New Riders Press


Smith & Reinertsen (1998) Developing products in half the time. (2nd ed). John Wiley

Conference Proceedings ServDes.2009; DeThinking Service; ReThinking Design; Oslo Norway 24-26 November 2009

Author:
Simon Clatworthy
Title:
Bridging the gap between brand strategy and customer experience in services: the target experience tool
Note: the following are taken directly from CrossRef
Citations:
No citations available at the moment