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En upplevelsebaserad värdskapsmodell : Utvecklad för Campus Piteå vid Luleå tekniska universitetHilme Klint, Elin, Ohlsson, Frida January 2016 (has links)
Värdskap - konsten att få människor att känna sig välkomna. Värdskap blir ett allt viktigare verktyg för verksamheter runtom i världen och kan vara avgörande för ett företags överlevnad. Under vår utbildning till upplevelseproducenter förstod vi snabbt att värdskap är lika viktigt på en professionell nivå som i vardagen och valde därmed att intressera oss för att integrera upplevelseproduktion med värdskapet i vår vardagliga skolmiljö. Syftet med rapporten var att skapa en värdskapsmodell för Campus Piteå utifrån upplevelseproduktionsmodellen TEM-Total Experience Management. Studien bygger på en semikvalitativ semistrukturerad intervju med en nyckelperson från Luleå tekniska universitet som bland annat har hand om värdskapet på universitetets olika campus. Två fokusgrupper med studenter från olika utbildningar på Campus Piteå har också genomförts. Under intervjun och fokusgrupperna kom det fram att det värdskap universitetet ville förmedla inte upplevdes på samma sätt av de studenter som vi pratade med på Campus Piteå. Därför har vi i delstudie tre med en GAP-analys som utgångspunkt skapat en vad vi kallar värdskapsmodifierad version av TEM, utifrån resultatet av intervjun och fokusgrupperna. / Hostmanship - the art of making people feel welcome. Hostmanship is becoming a very important tool for organisations around the world and can be vital for a company’s survival. During our Bachelor of Arts-degree in becoming professional Experience producers we realized that hostmanship is as important on a professional level as in every-day life which is why we took an interest in integrating experience production with hostmanship in our daily school environment. The purpose of this essay is to create a hostmanship model for Campus Piteå based on the experience production model TEM-Total Experience Management. The study is based on a semi-qualitative semi-structured interview with a key figure at Luleå University of Technology who is in charge of the hostmanship at the university’s different campuses. Two focus groups with students from different courses at Campus Piteå has also been completed. It was revealed during the interview and the focus groups that the hostmanship the university wanted to convey was not experienced in the same way by the students at Campus Piteå. We have therefore, in sub study three, used Gap-analysis as a tool to create a hostmanship modified version of TEM, based on the results of the interview and the focus groups.
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The role of customer experience in the omnichannel strategy during the purchasing procesCastillo-Jiménez, Andrea, Gallardo-Echenique, Eliana 01 September 2020 (has links)
Nowadays, a hyper-connected consumer is not satisfied with using only one channel of everything the brand offers, but rather looks for the diversity of options to make their purchase. This research seeks to analyze how the customer experience is during the purchase process developed in the omnichannel strategy of the department store. The study used qualitative research methods to data gathering and analysis. To best capture customer experience, semi-structured interview, using open-ended questioning, was suited to data gathering. The participants were 13 customers who consented to be interviewed. Recruitment of participants concluded when data saturation occurred. It was evident how the omnichannel strategy works in a synchronized and positive way in the department store, without any interruption to consolidate the purchase.
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CEMenting Growth : Customer Experience Management as a driver of GrowthSundström, Gema, Kashyap, Guha January 2016 (has links)
Purpose: The purpose of this study is the purpose of this study is to gain a more in-depth understanding of customer experience management and how it enables growth within an organization. Background: Customer Experience Management has been described as a process where the entire experience of a customer with a product/service and a company is strategically managed. It has been highlighted as a key area for organisations to focus on, yet, CEM is continuously being researched both by researchers and business practitioners as there is still a vague understanding on the topic. Nonetheless, CEM has been displayed as a successful process, however, very little research has gone into showing that it could enable organizational growth.
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Integrated marketing communications and brand tribalism in a postmodern hospitality reputation management processTuominen, Pasi Petteri January 2013 (has links)
Internet and Social Networking Services have made accessing information as easy as lifting a finger and consumer can easily ‘Google’ the cheapest airlines, find reviews and opinions online or look up the restaurant whose name was on the tip of their tongue (Sparrow et al., 2011). Organisations must focus on developing methods of reaching and servicing customers that appeal to a new generation and utilise the advantages of new media (Moutinho et al., 2011). Social networking services, (mobile) websites, location-based services, and group bargaining are among the most recent forms of brand building and reputation management used by organisations to appeal to their stakeholders. Considering reputation management as a strategic necessity of building and sustaining competitive advantage, this thesis applies the discourse of the postmodern branding, Integrated Marketing Communications and Brand Tribalism within the context of online tourism and hospitality. No previous study has covered and combined the fractured knowledge of reputation management, brand tribes and integrated marketing communications within the hospitality industry, and therefore this work is an original and systematic study of the possibilities and pitfalls of the research area. Combining non-participant netnographic method and semi-structured management interviews, 164 hotels and 43 restaurants from seven countries were studied with the aim to find evidence on four different problem settings; (a) the general challenges found in the hospitality SNS presence and activities; (b) the formation of an online tribe within the hospitality context; (c) the effect of peer reviews, tribal activism, and entertainment provision in SNS, and (d) the means and effects of managing SNS’s interactions and implementation of IMC into the reputation management process. The findings of this study suggest that the management of the hospitality reputation is continual, and requires resources and well-articulated integration to overall strategy and vision of managing strategic relationships. The study concludes that by adapting the recommended Ambient Reputation Management framework it is possible to expand the exposure, and enhance the general feelings towards the company and its products and services. Furthermore, the study postulates that providing entertainment and non-factual conversation topics, besides responding to customer needs, are the most effective stimuli in the brand-related engagement enhancement process. These findings enable management to define the service brand’s promise in terms of how the practical and emotional tenets should be blended to grow brand personality in the minds of potential stakeholders. Finally this study accentuates the generation of brand awareness through the growing rapport between the brand and the consumers towards the formation of a brand tribe, and materialisation of an active tribal loop; and that taking advantage of the web analytics from the actions to measure the resultant brand awareness is a key element of Ambient Reputation Management.
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Does the Experience really matter in B2B? : A Qualitative Study on Customer Experience Management in B2B / Spelar upplevelsen någon roll i B2B? : En kvalitativ studie om hur B2B företag hanterar kundupplevelsenUllberg, Matilda, Greus, Alexandra, Dollerup, Sofia January 2019 (has links)
Background: The concept of Customer Experience Management (CEM) is growing as a marketing tool used in order to remain a competitive actor on the market. By designing a customer experience, companies are able to differentiate themselves by offering a holistic customer experience. Problem: The existing body of knowledge regarding CEM in the B2B setting is limited. However, recent studies have begun to examine the fact that the buying process in B2B does not only concern task related and rational decision-making criteria, but also that emotional consideration plays a part in the buying process. Additionally, during recent years the Office Space Interior Solutions (OSIS) companies have gone through the development from selling simple furniture to offering activity-based environments as well as using a profile as design companies. Purpose: The aim of this thesis is to create an understanding regarding how the phenomena of CEM is implemented within the B2B industry, more specifically Swedish OSIS companies within the regions of Småland and Västra Götaland. Method: Through semi-structured interviews with four case companies that all are operating within the OSIS industry, qualitative data has been collected and analysed through a thematic analysis approach. The answers have later been revised through a conceptual framework that has been identified through a review of existing literature concerning CEM. Result: The findings suggested that OSIS companies do practice all the dimensions identified in the conceptual framework regarding customer experience and experience value. However, implementing the dimensions as a holistic experience design did not seem to be practiced by the companies. Finally, by providing a customer experience, OSIS companies are able to influence the purchase intentions, establish relationships and generate WOM which in turn can attract and retain customers.
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Measuring Interactive Narrative Quality with Experience Management as Story Graph PruningJeunesse, Jean-Paul 01 April 2019 (has links)
An interactive narrative in a virtual environment is created through player and system interaction, often through an experience manager controlling the actions of all non-player characters (NPCs). Thus, the narrative (and its quality) is entirely dependent on a conflicting combination of unpredictability from the player and a controlled environment that must react to this unpredictability. Ideally, the experience manager should decide NPC actions in a way that never limits player freedom and shows the NPCs acting in believable manners to create a story that can be meaningfully affected by the player and feels organic. One solution to this is to view experience management as a story graph pruning problem. Nodes in the graph represent all the states that the virtual environment could possibly represent. These nodes are then connected by edges, which represent the actions that change one state to another. This graph is then intelligently pruned until NPCs have believable, unambiguous actions to take in every state, while never pruning player actions, with the intention of offering a more meaningful narrative.
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Integrated customer experience management at the North-West University / A.A. le RouxLe Roux, Abraham Albertus January 2011 (has links)
Higher education institutions (HEIs) are facing greater challenges in the modern era as a result of globalization, advancement in new technologies and the worldwide recession. As a result of these factors, as well as a decrease in government subsidies, marketing departments at HEIs find it more difficult to recruit and retain quality students. It is therefore necessary to establish what factors can contribute towards creating more satisfied and loyal students using the principles of relationship marketing, with the aim (in theory) to produce more customer advocates that will further their own studies, and actively promote their HEI to other prospective students.
This study aimed to determine the customer experience levels of undergraduate students of the North-West University (NWU) in an administrative environment by using a quantitative approach. A questionnaire was distributed to students from ten different modes of delivery and campuses by using primarily a systematic random sampling technique, and self selective sampling to a lesser degree in the ten different learning models and campuses of the NWU. The total population of related administrative staff also received questionnaires, while qualitative, structured interviews were conducted with the registrars of the NWU. The data was analysed and interpreted by using the SPSS software, and frequency tables, reliability tests, factor analysis, correlations and the determination of the statistical analysis in an effort to answer the five research questions.
A total of 1,299 students (4,2% of the population), 107 administrative staff members (73,2% of the population) and all four registrars participated in the study. There were significant differences found in the customer experience levels on the different campuses and modes of delivery especially in the direct interactions at service points. A strong positive correlation was reported between a positive customer experience as encountered by students, and their loyalty, as well as their intentions to continue their studies at the NWU, and their intention to actively endorse or promote the NWU to friends and family members (customer advocacy). There was also a strong positive correlation between staff members‘ intention to deliver satisfactory customer experience levels and also between it, their own loyalty and own customer advocacy levels. There was, however, no significant difference in the perceived customer experience levels between younger, on-campus students and older, off-campus students. Lastly, the NWU-PERF service quality tool was found to be a reliable and valid instrument to determine participants‘ perceptions about customer service levels at the NWU in the academic administration environment.
Four of the five research questions could therefore be answered from the finding of this study, with only the expected differences in the perceived customer experience levels between younger, on-campus students and older, off-campus students proved as incorrect. It could therefore be concluded that all student populations therefore have the same customer experience desires. Several recommendations were made, including the further development, testing and usage of the NWU-PERF instrument to consistently improve service levels at the NWU, the establishing of policy documents to establish an awareness of a customer-centric approach, the development and use of appropriate technologies, the improvement of service experiences, a central customer service centre, adequate administrative staff, centralized support for off-campus programmes, and a broader, more active alumni association. / Thesis (Ph.D. (Marketing Management)--North-West University, Potchefstroom Campus, 2011.
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Integrated customer experience management at the North-West University / A.A. le RouxLe Roux, Abraham Albertus January 2011 (has links)
Higher education institutions (HEIs) are facing greater challenges in the modern era as a result of globalization, advancement in new technologies and the worldwide recession. As a result of these factors, as well as a decrease in government subsidies, marketing departments at HEIs find it more difficult to recruit and retain quality students. It is therefore necessary to establish what factors can contribute towards creating more satisfied and loyal students using the principles of relationship marketing, with the aim (in theory) to produce more customer advocates that will further their own studies, and actively promote their HEI to other prospective students.
This study aimed to determine the customer experience levels of undergraduate students of the North-West University (NWU) in an administrative environment by using a quantitative approach. A questionnaire was distributed to students from ten different modes of delivery and campuses by using primarily a systematic random sampling technique, and self selective sampling to a lesser degree in the ten different learning models and campuses of the NWU. The total population of related administrative staff also received questionnaires, while qualitative, structured interviews were conducted with the registrars of the NWU. The data was analysed and interpreted by using the SPSS software, and frequency tables, reliability tests, factor analysis, correlations and the determination of the statistical analysis in an effort to answer the five research questions.
A total of 1,299 students (4,2% of the population), 107 administrative staff members (73,2% of the population) and all four registrars participated in the study. There were significant differences found in the customer experience levels on the different campuses and modes of delivery especially in the direct interactions at service points. A strong positive correlation was reported between a positive customer experience as encountered by students, and their loyalty, as well as their intentions to continue their studies at the NWU, and their intention to actively endorse or promote the NWU to friends and family members (customer advocacy). There was also a strong positive correlation between staff members‘ intention to deliver satisfactory customer experience levels and also between it, their own loyalty and own customer advocacy levels. There was, however, no significant difference in the perceived customer experience levels between younger, on-campus students and older, off-campus students. Lastly, the NWU-PERF service quality tool was found to be a reliable and valid instrument to determine participants‘ perceptions about customer service levels at the NWU in the academic administration environment.
Four of the five research questions could therefore be answered from the finding of this study, with only the expected differences in the perceived customer experience levels between younger, on-campus students and older, off-campus students proved as incorrect. It could therefore be concluded that all student populations therefore have the same customer experience desires. Several recommendations were made, including the further development, testing and usage of the NWU-PERF instrument to consistently improve service levels at the NWU, the establishing of policy documents to establish an awareness of a customer-centric approach, the development and use of appropriate technologies, the improvement of service experiences, a central customer service centre, adequate administrative staff, centralized support for off-campus programmes, and a broader, more active alumni association. / Thesis (Ph.D. (Marketing Management)--North-West University, Potchefstroom Campus, 2011.
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Upplevelsestrategi vid kundinteraktioner : En jämförandestudie om kundupplevelsen i kundservice på bank och elhandelsbolag / Experience strategy in customer touch points : A comparative study in the use of Customer Experience within the customer service at a bank and an energy companyAwaijan, Sara, Karlsson, Elin January 2020 (has links)
The rapid development of today’s society is accelerated with digitalization and the customers have more possibilities to compare businesses with each-other than before. The focus on Customer Experience have increased in popularity during the last decade and an increasing number of companies have begun to consider the importance of their customers, the society, and their personnel. This study explores the customer experience in two companies in different industries and how it can be expanded to increase competitiveness and the emotional value towards the customers. An energy company and a bank are compared regarding their operations surrounding customer focus and employee commitment to identify challenges and possibilities in combination to increased digitalization. This study investigates how Customer Experience Management can be introduced, which is a corporate strategy to lift the emotional aspects of a company in order to increase the connection to its customers. The study compares two companies through qualitative interviews and a quantitative employee survey to answer three research questions; (1) the current way in which the companies operate, (2) possibilities to develop through Customer Experience Management, and finally (3) how digital tools can be introduced in order to elevate the customer experience. The analysis combines the empirical findings with literature and theories to enable development for businesses who aim to increase their customer focus and customer experience concerning customer service and the organization. The findings of this study show that the companies have opportunities to progress in areas such as strategic focus, organizational culture and the potential to implement digital tools in order to increase the customer experience. Important factors which are considered drivers in the customer experience are ways to increase the customer satisfaction and loyalty, the commitment and motivation of the employees, as well as expressed strategies to saturate the organization. An increased focus on emotional value creation is considered crucial for companies to differentiate and increasing their competitiveness. / I dagens samhälle går utvecklingen snabbt med hjälp av digitaliseringens framfart och kunder har mer och mer möjligheter till att jämföra företag mellan varandra. Att fokusera på kundupplevelser har ökat i popularitet under de senaste åren där fler och fler företag inser vikten av att bry sig om sina kunder, samhället och sin personal. Denna studie undersöker kundupplevelsen på två företag och vad som kan göras för att utveckla den. Ett energibolag och en bank jämförs i deras arbetssätt kring kundfokus och medarbetarengagemang inom kundservice för att identifiera utmaningar och möjligheter i samband med ökad digitalisering. Studien undersöker hur man kan introducera Customer Experience Management, vilket är en ledningsstrategi som fokuserar på att lyfta företagens emotionella delar för att skapa starkare band till kunderna och öka konkurrenskraften. Studien jämför två företag genom djupintervjuer och en medarbetarenkät för att svara på tre forskningsfrågor som handlar om; (1) det nuvarande arbetssättet, (2) utvecklingsmöjligheter från ett perspektiv kring Customer Experience Management, och slutligen (3) hur digitala verktyg kan introduceras för att höja kundupplevelsen. Analysen kombinerar de empiriska fynden med litteratur och teorier för att ge möjligheter till utveckling för företag som vill utveckla sitt kundfokus och kundupplevelse inom kundservice och organisationen i sig. Slutsatserna visar att företagen har utmaningar inom områden så som strategiskt fokus, organisationskultur och potential för digitala verktyg som kan användas för att höja kundupplevelsen i företagen. Viktiga parametrar som identifieras som drivande för att öka kundupplevelsen är bland annat verktyg för att öka kundnöjdhet och lojalitet, medarbetarnas engagemang och motivation samt uttalade strategiska val som genomsyrar hela organisationen. Att fokusera på emotionellt värdeskapande i företagen ses som en grundläggande utvecklingsmöjlighet för företag som vill differentiera sig och öka konkurrenskraften.
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Aplicação de customer experience: um estudo com foco no setor automotivo do Brasil / Application of customer experience: a study with focus on the automotive sector of BrazilOliveira, Marcelo Custodio de 10 April 2019 (has links)
Este estudo apresenta e discute o conceito de experiência do cliente com especial enfoque para a gestão da experiência do cliente em empresas do setor automotivo no Brasil. Neste estudo, o termo \"experiência do cliente\" é referido pelo termo em inglês customer experience. Percebe-se que as limitações conceituais se referem a tratamentos parciais de customer experience, ora focando na visão do cliente, ora focando na visão da marca. Esses tratamentos conceituais parciais de customer experience são refletidos também nos principais modelos conceituais publicados, modelos estes que buscam, muitas vezes, representar a realidade do mercado. Nos últimos anos, o setor automotivo, influenciado por um novo perfil de consumidor, mais exigente e menos interessado na posse de veículos e por alterações na sua jornada, decorrentes da digitalização dos canais, vem buscando alternativas para reter seus clientes através do desenvolvimento de estratégias de customer experience. Dessa forma, a partir de limitações encontradas, este estudo levanta os principais conceitos e modelos de customer experience publicados e os confrontam com a aplicação dessa ferramenta em grandes marcas comercializadoras de veículos no Brasil, através da venda ou do aluguel. A partir dos dados coletados e do cruzamento com a teoria e os modelos teóricos, dois achados importantes derivam deste estudo: a definição de um novo conceito de customer experience, mais abrangente, respeitando a visão do cliente e das marcas, e a descoberta de um grupo de quinze elementos utilizados em customer experience, interpretados a partir dos modelos teóricos analisados e que são confrontados com a aplicação prática nas empresas do setor automotivo pesquisadas, demonstrando haver uma vasta e abrangente aplicação de customer experience no setor. Dessa forma, este estudo avalia a aplicação de customer experience no setor automotivo do Brasil, aprofunda o desenvolvimento conceitual do tema e orienta sua aplicação prática para os gestores e profissionais de marketing. / This study presents and discusses the concept of customer experience with a special focus on the management of customer experience in companies in the automotive sector in Brazil. It can be seen that the conceptual limitations refer to partial treatments of customer experience, sometimes focusing on the vision of the client, sometimes focusing on the vision of the brand. These partial conceptual treatments of customer experience are also reflected in the main published conceptual models, models that often seek to represent the reality of the market. In recent years, the automotive sector, influenced by a new consumer profile, more demanding and less interested in vehicle ownership and changes in the customer\'s journey, due to the digitization of the channels, have been seeking alternatives to retain the customer through the development of strategies of customer experience. Thus, based on limitations found, this study raises the main concepts and models of published customer experience and confronts them with the application of this tool in major brands that commercialize vehicles in Brazil, through their sale or rent. Based on the data collected and the intersection with theory and theoretical models, two important findings derive from this study: the definition of a new concept of customer experience, more comprehensive, respecting either the vision of the client and the brands and the discovery of a group of fifteen elements used in customer experience, interpreted from the theoretical models analyzed that are confronted with the practical application in the companies of the automotive sector researched, demonstrating a vast and comprehensive application of customer experience in the sector. Thus, this study evaluates the application of customer experience in the Brazilian automotive sector, deepens the conceptual development of the theme and guides its practical application for managers and marketers.
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