Module 5 – Customer experience

November 13 – November 19
Facilitator: Assistant Professor Jörg Pareigis

In the fifth module, we dive deeper into the context of service, particularly regarding the notion of customer experience. In the videos, we will go through different meanings customer experience can have and introduce it from a theoretical perspective, linking it to the service logic, in particular to value exchange and value in-use . We also present two studies, which go even further into the topic. The first one focuses on customer/employee interaction and introduces practice theory in order to understand customer experiences better. The other focuses on user experiences, building on the theory of affective forecasting.

As earlier, watch the videos, read the suggested literature as you see fit, reflect in your blog post and join the online discussion during the webinar. Also, discuss and comment on each others blog reflections.

VIDEO

Three perspectives of customer experience, Jörg Pareigis

A general and introduction on customer experience and what it can mean.

Interactive value formation and customer experience, Jörg Pareigis

A theoretical introduction to customer experience and its relation to the value concept.

Value co-creation and co-destruction in service encounters, Per Echeverri

Per Echeverri presents a study of value co-creation and co-destruction in service encounters.

User experiences of new welfare solutions, Per Kristensson

Per Kristensson presents a study on user experiences of new welfare solutions, building on the theory of affective forecasting.

LITERATURE

The following are merely suggestions, in case you want to read more about the topics. You can either choose the “easy read”, a shorter, more popular science version, or the scientic article.

The easy read – Rawson et al. (2013) The Truth About Customer Experience

The scientific article – Verhoef et al. (2009) Customer experience creation: Determinants, dynamics and management strategies

ACTIVITIES

Blog reflection

In your blog reflection, the reflection on your industry continues, this time with a focus on the customer experience. What do you know about your customers’ experiences? How could it be improved? If you want, you are obviously also free to reflect with a theoretical point of departure, maybe on the connections between customer experience and the value concept. For your help and inspiration, relate to the concepts introduced in the videos and the literature. You could name the blog post “Customer experience in the XXX industry”, or any other title you deem appropriate.

If you would like to share your reflection with others on Twitter, remember to add the hashtag #mssl70 to your post. The blog post needs to be completed by the end of this module the latest (November 19).

Comment on other blogposts

Each week we want you to read and comment on at least three posts by other participants.

Module webinar

As part of the module, we will run a webinar where all members of the course can meet and discuss the content of the module. The webinar will be driven by your questions, comments and thoughts and will be conducted on Adobe Connect.
Time: 17 November, Friday, 12.00-13.00 CET (check your time zone)
Place: https://sunet.zoom.us/my/mssl70