Abstract
This paper describes work in progress for the development of a structured process that helps crossfunctional development teams to bridge the gap between a company's brand strategy and experiences for customers. The process is aimed to assist and structure the very early stages of the service development process; the fuzzy front end. Further; it describes a tool that has been developed that can be used to assist this transformation; by scoping the 'target experience' for a proposed service. The tool uses role-playing; using professional actors to improvise upon key experience words such that behaviours and customer experiences are explored. The paper describes the theoretical basis for this work; the process and the tool itself; together with early reflections upon its use.
DOI
https://doi.org/10.21606/servdes2009.5
Citation
Clatworthy, S.(2009) Bridging the gap between brand strategy and customer experience in services: the target experience tool, in Clatworthy, S., Nisula, J.-V., & Holmlid, S. (eds.), ServDes 2009: DeThinking Service; ReThinking Design, 24-26 November, Oslo, Norway. https://doi.org/10.21606/servdes2009.5
Creative Commons License
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Conference Track
Research Papers
Bridging the gap between brand strategy and customer experience in services: the target experience tool
This paper describes work in progress for the development of a structured process that helps crossfunctional development teams to bridge the gap between a company's brand strategy and experiences for customers. The process is aimed to assist and structure the very early stages of the service development process; the fuzzy front end. Further; it describes a tool that has been developed that can be used to assist this transformation; by scoping the 'target experience' for a proposed service. The tool uses role-playing; using professional actors to improvise upon key experience words such that behaviours and customer experiences are explored. The paper describes the theoretical basis for this work; the process and the tool itself; together with early reflections upon its use.