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Authors:Simon Clatworthy: Oslo School of Architecture and Design (AHO), Oslo
Publication title:Bridging the gap between brand strategy and customer experience in services: the target experience tool
Conference:Conference Proceedings ServDes.2009; DeThinking Service; ReThinking Design; Oslo Norway 24-26 November 2009
Publication type: Abstract and Fulltext
Issue:059
Article No.:005
Abstract: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.
Language:English
Year:2009
No. of pages:21
Pages:43-46
ISBN:978-91-7519-771-5
Series:Linköping Electronic Conference Proceedings
ISSN (print):1650-3686
ISSN (online):1650-3740
File:http://www.ep.liu.se/ecp/059/005/ecp09059005.pdf
Available:2012-09-19
Publisher:Linköping University Electronic Press; Linköpings universitet

REFERENCE TO THIS PAGE
Simon Clatworthy (2009). Bridging the gap between brand strategy and customer experience in services: the target experience tool, Conference Proceedings ServDes.2009; DeThinking Service; ReThinking Design; Oslo Norway 24-26 November 2009 http://www.ep.liu.se/ecp_article/index.en.aspx?issue=059;article=005 (accessed 11/29/2014)