Achieving a designed customer experience across multiple delivery platforms: A telco perspective

Article English OPEN
Barker, Tom ; Haeusler, Hank (2010)
  • Publisher: Marmara University
  • Subject: NC

'Customer experience' is a term that covers a wide range of activities that take place between suppliers and users of products and services. LaSalle and Britton define it as 'a holistic experience which involves a person - as opposed to a customer - as a whole at different levels and in every interaction between such person and a company' (2003). This research considers a key aspect of such an holistic experience: that which is embodied in the product or service under consideration. In the context of increasing mobile technology convergence, the paper considers new approaches that focus on developing the necessary underlying enablers and common interaction flows that are required to deliver a designed experience, taking into account the increasing number of mobile operating systems and service delivery platforms. Ultimately these models move towards allowing users to 'co-create their own unique experiences' (Pralahad and Ramswamy, 2004). The convergence between IT and telecommunications domains presents a unique challenge to product and service designers. Services are increasingly accessible via multiple delivery devices and delivery networks. This trend has been seen most recently in the advent of Internet based services being delivered via mobile phones where 'mobile service delivery and technologies have become the glue between previously secluded 'telecom' and "IT' domains' (Karrberg and Liebenau, 2006). At the same time network operators are trying to tighten their relationship with their customers by offering 'sticky' services aimed at raising the barriers to customer mobility. These two trends lead to a new design challenge: how to design a recognisably consistent and compelling product customer experience that applies over all delivery services, operating systems and networks. Solutions to this problem have to date been either technology led, focussing on integrated delivery platforms, or reliant on rule-based design. Crucial to this analysis is the 'role\ud Please use this identifier to cite or link to this item:
  • References (20)
    20 references, page 1 of 2

    Addis, M and Holbrook, M.B. (2001). On the COllccptuallink between mass customisation and experiential consumption: An explosion of subjectivity. Journal a/Collsllmer Behm'iour 1(1), 50-66.

    Adoiphs, It, Cognitive Neuroscience Of Human Social Behaviour, Nature Reviews, Neuroscience, Vol. 4, pp 165-178, M,u-ch 2003.

    BarkerT, Haeus!er II, Maguire F, McDermott J. (2009) Politics and Demographic, Questions of Crowd Based Interface and Polling, OZCHl, Melbourne, Australia.

    Barker T, Haeusler M. (2010) Urban Digital Media - Facilitating the intersection between science, the ftIts and culture in the arena of technology and building. CAADRIA, Hong Kong.

    Barker T, Hall A. (2009) GoGlobal: How can contemporary design collaboration and e-commerce models grow the creative industries in developing countries? IASDR, Seoul, Korea.

    Barker T. Hall A. (201 0) Design collectives in education: evaluating the atelier format and the use of teaching narrative for collective cultural and creative !earning, and the subsequent impact on professional practice. Conference on Alternative Pmctices in Design'. The Collective - Past, Prcsellt & Futllre, RMJT, Melbourne, Australia.

    Barker T, Kokotovich V. (2010) Technological change: moving forward together. COVE, Mallorca, Spain.

    Barker T, Kokotovich V. (201O) The impact of modular product design on illnovation compared with design from first principles, DRS20JQ, Montreal, Canada

    Beilharz, K. A., Ferguson, S. (2009) 'An interface and Framework Design for Interactive Aesthetic Sonification, in Proceedings oflhe 15'h International Conference on Auditory Display, Copenhagen, Denmark, May 18-22, pp. 232-239.

    Duchenne G. (1862) Mecanisme de la Physionomie Humaine.

  • Metrics
    views in OpenAIRE
    views in local repository
    downloads in local repository

    The information is available from the following content providers:

    From Number Of Views Number Of Downloads
    University of Gloucestershire, Research Repository - IRUS-UK 0 15
Share - Bookmark