Dr. Mary Jo Bitner
Professor and Edward M. Carson Chair
Co-Executive Director, Center for Services Leadership
W. P. Carey School of Business
Arizona State University
The Customer Experience
Every time a customer enters a store or any other type of business, interacts with a service online, or talks to a company representative on the phone, they are having an experience with that company. Companies today know how important these experiences can be in creating loyal, happy customers and they are attempting to innovate and improve them. As an employee, you have an important role to play in shaping customer experiences. In this module, you will learn the basics of what a customer experience is, your role in shaping it, and how it can be designed and improved through a tool called “service blueprinting.”
About This Course
Every time a customer enters a store or any other type of business, interacts with a service online, or talks to a company representative on the phone, they are having an experience with that company. Companies today know how important these experiences can be in creating loyal, happy customers and they are attempting to innovate and improve them. As an employee, you have an important role to play in shaping customer experiences. In this module, you will learn the basics of what a customer experience is, your role in shaping it, and how it can be designed and improved through a tool called “service blueprinting.”
Course Staff
Dr. Douglas Olsen
Associate Professor of Marketing
Center for Services Leadership
W.P. Carey School of Business
Arizona State University
References
Bitner, M. J., Ostrom, A. L., Morgan, F.N. (2008).Service Blueprinting: A practical technique for service innovation. California Management Review, Spring 2008, 66-94.
Lemon, K. N., Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80 (November 2016), 69-96.
Zeithaml, V., Bitner, M.J., Gremler, D. D. (2017). Services Marketing: Integrating customer focus across the firm 7th Edition, New York: McGraw Hill.
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