Summary: The customer experience, in all its different facets, is moving into the focus of innovation management. This particularly applies to formerly technology-driven companies in CEMC industries (Consumer Electronics, Media and Communications). Firms have started abandoning the transactional and product-oriented view of customer relationships. Instead, they have begun to design and align all their interactions with a customer so that consistent experience cycles evolve….
Overview: This thesis investigates the relevance of experience design as a mind-shift in the innovation strategies of CEMC companies. The research answers the question “how can consistent customer experiences be effectively developed and maintained?” Experience design management is thereby defined as the conceptualisation, development and orchestration of all interactions between a customer and a brand/company over time which are meant to maximise the value generated for the customer and the firm. The following paragraphs summarise the content and structure of the document…
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