Customer experience evoking and management in services
Date
2011-07-21
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Suurepärase kliendikogemuse pakkumine on viimasel kümnendil muutunud üheks eduteguriks paljudes organisatsioonides. Kliendikogemuse tekitavad organisatsiooni poolt kujundatavad märgid, mida kliendid tõlgendavad stiimulitena lähtuvalt oma tajust ja taustast. Kliendikogemuse all mõistetakse kliendi subjektiivset ja holistilist vastust interaktsioonidele organisatsiooni ning selle poolt pakutava teenusega. Kliendikogemuse perspektiivist ei ole tootmise objektiks ja väärtuse kandjaks mitte toode või teenus, vaid kliendile tekitatud kogemus. Vaatamata teema olulisusele on vastav teadmiste baas, mis käsitleb kliendikogemust ja selle tekitamist, täna alles arenemisjärgus.
Käesoleva doktoritöö eesmärgiks oli välja töötada raamistik kliendikogemuse tekitamise ja juhtimise analüüsimiseks. Sel otstarbel ühendati erinevad teoreetilised käsitlused turunduse, käitumusliku majandusteaduse, psühholoogia ja organisatsiooni juhtimise valdkondadest ühtsesse raamistikku. Esialgse teoreetilise raamistiku paikapidavust kontrolliti ja teadmistebaasi süvendati juhtumiuuringuga kuues Eesti teenindusorganisatsioonis.
Uuringus leiti esiteks, et kliendikogemust on otstarbekas kirjeldada seitsmest dimensioonist koosnevana terve kliendi (tarbimis)teekonna jooksul. Kliendikogemuse dimensioonid on: sensoorne, emotsionaalne, kognitiivne, kujutlusvõimet puudutav, kehaline, sotsiaalne ning instrumentaalne. Teiseks tõi käesolev uuring välja vajaduse eristada kontseptuaalselt 1) kliendikogemuse tekitamist ja 2) kliendikogemuse juhtimist. Kliendikogemuse tekitamise puhul on oluline rõhutada, et lisaks organisatsiooni poolt kujundatavale märkidele mõjutavad seda ka subjektiivsed kliendispetsiifilised tegurid ning universaalsed psühholoogilised printsiibid. Kolmandaks ilmnes uuringus, et kliendikogemuse juhtimine on kogu organisatsiooni puudutav strateegiline tegevus kliendikogemuse tekitamiseks, mis loob väärtust nii klientidele kui organisatsioonile, ja hõlmab järgnevat kuut protsessi: klientide nõudmiste ja vajaduste mõistmine, kliendikogemuse tekitamise planeerimine, selle organiseerimine, koordineerimine, mõõtmine ning parandamine.
Delivering superior customer experience has become a critical success factor for many organizations during the last decade. Customer experience is evoked using clues provided by the organization, and appraised based on the customer’s perceptions and background. Customer experience involves the customer’s subjective and holistic response to interactions with the organization and its service. From the customer experience perspective, it is not the product or service that is the object of production and the conveyor of value to the customer, but the evoked customer experience. Despite the importance of the topic, the knowledge base that deals with customer experience and its evocation is currently only developing. The aim of this thesis was to develop a framework for customer experience evoking and management. To this end various theoretical approaches from the fields of marketing, behavioural economics, psychology and organizational management were analyzed and integrated into a coherent framework. The validity of the tentative framework was investigated and the knowledge base was deepened via a case study of six Estonian service organizations. Firstly, the results of the study indicated that customer experience should be analyzed as consisting of seven dimensions during the entire customer (consumption) journey. The relevant dimensions are: sensory, emotional, cognitive, imaginative, bodily, social and instrumental. Secondly, the study explained the need to distinguish conceptually between 1) customer experience evoking, and 2) customer experience management. It is important to note that in addition to clues delivered by the organization, customer experience evoking is also influenced by subjective customer-specific factors and universal psychological principles. Thirdly, the study revealed that customer experience management is a strategic activity that involves the whole organization in systematically evoking customer experiences in a way that creates value for both customers and the organization. Customer experience management encompasses the following six processes: understanding customer experience requirements, planning customer experience evoking, organizing customer experience evoking, coordinating, measuring and improving customer experience evoking.
Delivering superior customer experience has become a critical success factor for many organizations during the last decade. Customer experience is evoked using clues provided by the organization, and appraised based on the customer’s perceptions and background. Customer experience involves the customer’s subjective and holistic response to interactions with the organization and its service. From the customer experience perspective, it is not the product or service that is the object of production and the conveyor of value to the customer, but the evoked customer experience. Despite the importance of the topic, the knowledge base that deals with customer experience and its evocation is currently only developing. The aim of this thesis was to develop a framework for customer experience evoking and management. To this end various theoretical approaches from the fields of marketing, behavioural economics, psychology and organizational management were analyzed and integrated into a coherent framework. The validity of the tentative framework was investigated and the knowledge base was deepened via a case study of six Estonian service organizations. Firstly, the results of the study indicated that customer experience should be analyzed as consisting of seven dimensions during the entire customer (consumption) journey. The relevant dimensions are: sensory, emotional, cognitive, imaginative, bodily, social and instrumental. Secondly, the study explained the need to distinguish conceptually between 1) customer experience evoking, and 2) customer experience management. It is important to note that in addition to clues delivered by the organization, customer experience evoking is also influenced by subjective customer-specific factors and universal psychological principles. Thirdly, the study revealed that customer experience management is a strategic activity that involves the whole organization in systematically evoking customer experiences in a way that creates value for both customers and the organization. Customer experience management encompasses the following six processes: understanding customer experience requirements, planning customer experience evoking, organizing customer experience evoking, coordinating, measuring and improving customer experience evoking.
Description
Keywords
tarbijahuvid, tarbijanõudlus, tarbijakäitumine, klienditeenindus, psühholoogilised aspektid, tarbijauuringud, juhtumiuuringud, consumer interests, consumer need, consumer behaviour, consumer service, psychological aspects, consumer research, case studies