• Resumo

    EXPERIÊNCIA DO CLIENTE: UM FRAMEWORK PARA GESTÃO E ENTREGA DE VALOR AOS CLIENTES

    DOI 10.14210/alcance.v29n2(Mai/Ago).p192-207
    Data de publicação: 18/11/2022

    Objetivo: Introduzir e apresentar um framework que descreva os estágios de desenho, planejamento e implementação de projetos visando entrega de valor e de experiências aos clientes e, também, apoiar profissionais de CX.

    Design: Para tanto, um framework foi proposto para apoiar os profissionais na gestão de projetos de experiência do cliente integrando marketing, inovação e serviços, inspirado nos princípios de lean startup.

    Resultados: O framework propõe cinco estágios: (i) pesquisa do cliente; (ii) desenvolvimento de ideias; (iii) prototipação; (iv) mensurar e compartilhar resultados; e, por fim, (v) escalonamento. Os princípios de lean startup estão presentes na medida em que os projetos são construídos, testados (e mensurados) e são registrados os aprendizados a cada interação e iteração.

    Originalidade e Valor: O framework de experiência do cliente integra técnicas de design de serviços, jornada do cliente, pontos de contato (omnichannel), entre outras práticas, com vistas a suportar os profissionais de CX.

  • Referências

    Adhikari, A. & Bhattacharya, S. (2016). Appraisal of Literature on Customer Experience in Tourism Sector: Review and Framework. Current Issues in Tourism, 19(4), 296-321.

    Barwitz, N., & Maas, P. (2018). Understanding the Omnichannel Customer Journey: Determinants of Interaction Choice. Journal of Interactive Marketing, 43, 116–133.

    Berry, L. L. & Carbone, L. P. (2007). Build Loyalty Through Experience Management. Quality Progress, 40(9), 26-32.

    Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the Total Customer Experience. MIT Sloan Management Review, 43(3), 85-89.

    Botton, R. N., McColl-Kennedy, Cheung, L., Gallan, A., Orsingher, C., Witell, L. & Zaki, M. (2018). Customer Experience Challenges: Bringing Together Digital, Physical and Social Realms. Journal of Service Management, 29, 5, 776-808.

    Carbone, L. P., & Haeckel, S. H. (1994). Engineering Customer Experiences. Marketing Management, 3(3), 8-19.

    Epp, A. M., & Price, L. L. (2011). Designing Solutions Around Customer Network Identity Goals. Journal of Marketing, 75(2), 36–54.

    Gentile, C., Spiller N., & Noci G. (2007). How to Sustain Customer Experience: An Overview of Experience Components that Co-Create Value with the Customer. European Management Journal, 25(5), 395-410.

    Grace, D., & O’Cass, A. (2004). Examining Service Experiences and Post-Consumption Evaluations. Journal of Services Marketing, 18(6), 450–461.

    Hamilton, R. & Price, L. L. (2019). Consumer Journeys: Developing Consumer-Based Strategy. Journal of the Academy of Marketing Science, 47, 187-191.

    Holbrook, M. B., & Hirschman, E, C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and fun. Journal of Consumer Research, 9(10), 132-40.

    Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F. V. & Zaki, M. (2020). Customer Experience Management in the Age of Big Data Analytics Strategic Framework. Journal of Business Research, 116, 356-365.

    Homburg, C., Jozic, D. & Kuehnl, C. (2017). Customer Experience Management: Towards Implementing an Evolving Marketing Concept. Journal of the Academy Marketing Science, 45, 377-401.

    Hwang, J. & Seo, S. (2016). A Critical Review of Research on Customer Experience Management: Theoretical Methodological Cultural Perspectives. International Journal of Contemporary Hospitality Management, 28(10), 2218-2246.

    Izquierdo-Yusta, A., Jimenez-Zarco, A. L., Martinez-Ruiz, M. P. & Gonzalez-Gonzalez, I. (2021). Determinantes da Experiência do Cliente com Serviços Eletrônicos: O Caso das Universidades Online. Revista Brasileira de Gestão de Negócios, 23(1), 1-20.

    Johnston, R. (1999). Service Transaction Analysis: Assessing and Improving the Customer's Experience." Managing Service Quality, 9(2), 102-109.

    Johnston, R., & Kong, X. (2011). The Customer Experience: A Road-map for Improvement. Managing Service Quality, 21(1), 5-24

    Kandampully, J., Zhang, T. C. & Jaakkola, E. (2018). Customer Experience Management in Hospitality: A Literature Synthesis, New Understanding and Research Agenda. International Journal of Contemporary Management, 30(1), 21-56.

    Kim, J. Y., Kim, J. Y., & Miner, A. S. (2009). Organizational Learning from Extreme Performance Experience: The Impact of Success and Recovery Experience. Organization Science, 20(6), 958-978.

    Klink, R. R., Zhang, J. Q. & Athaide, G. A. (2020). Designing a Customer Experience Management Course. Journal of Marketing Education, 42(2), 157-169.

    Kuehnl, C., Jozic, D., & Homburg, C. (2019). Effective Customer Journey Design: Consumers’ Conception, Measurement, and Consequences. Journal of the Academy of Marketing Science, 47(3).

    Lin, Z., & Bennett, D. (2014). Examining Retail Customer Experience and the Moderation Effect of Loyalty Programmes. International Journal of Retail & Distribution Management, 42(10), 929-947.

    Maklan, S. & Klaus, P. P. (2011). Customer Experience: Are We Measuring the Right Things? International Journal of Market Research, 53(6), 771-792.

    McColl-Kennedy, J., Gustafsson, A., Jaakkola, E. Klaus, P. Radnor, Z. J. Perks, H. & Friman, M. (2015). Fresh Perspectives on Customer Experience. Journal of Services Marketing, 29(6/7), 430-435.

    Meneghetti, F. K. (2011). O que é um Ensaio Teórico? Revista de Administração Contemporânea (RAC), 15(2), 320-332.

    Meyer, C., & Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review, 85(2), 116.

    Nasution, R. A., Sembada, A. Y., Miliani, L., Resti, N. D. & Prawono, D. A. (2014). The Customer Experience Framework as Baseline for Strategy and Implementation in Service Marketing. Procedia – Social and behavioral Sciences, 148, 254-261.

    Palmer, A. (2010). Customer Experience Management: A Critical Review of an Emerging Idea. Journal of Services Marketing, 24(3), 196-208.

    Parasuraman, A., Zeithaml, V.A. & Malhotra, A. (2005) E-S-QUAL: A Multiple-item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7, 3, pp. 213–233.

    Payne, A., Storbacka, K. & Frow, P. (2008). Managing the Co-Creation of Value. Journal of the Academy of Marketing Science, 36, 1, pp. 83–96.

    Pine, J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97-105.

    Pine, J., & Gilmore, J. H. (1999). The Experience Economy: Work is Theatre & Every Business a stage. Harvard Business School Press: Boston.

    Prahalad, C. K. & Ramaswamy, V. (2014). O future da Competição. Rio de Janeiro: Elsevier.

    Prahalad, C. K., & Ramaswamy, V. (2004). Co-Creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing, 18(3), 5-14.

    Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., & Stewart, D. (2009). Customer Experience Management in Retailing: Understanding the Buying Process. Journal of Retailing, 85(1), 15-30.

    Relatório KPMG (2019). The New Competitive Advantage: Customer Experience Excellence. (15 de Abril de 2020). Disponível em: https://assets.kpmg/content/dam/kpmg/ro/pdf/2019/customer-experience-lq.pdf.

    Rowley, J. (1999). Measuring Total Customer Experience in Museums. International Journal of Contemporary Hospitality Management, 11(6), 303-308.

    Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53-67.

    Schmitt, B. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with your Customer. New Jersey: Wiley and Sons.

    Shaw, C. & Ivens, J. (2002). Building Great Customer Experiences. New York: MacMillan.

    Sujata, J., Sanjay. B, Kiran, R. & Rohan, A. (2015). Towards Greater Customer Experience: Role of Network Parameters on Key Business Drivers. ARPN Journal of Engineering and Applied Sciences, 10(3).

    Szymanski, D. M., & Henard, D. H. (2001). Customer Satisfaction: A Meta-Analysis of the Empirical Evidence. Journal of the Academy of Marketing Science, 29(1), 16-35.

    Verhoef, P. C., Lemon K. N., Parasuraman A., Roggeveen A., Tsiros M., & Schlesinger L. A. (2009). Customer Experience Creation: Determinants, Dynamics, and Management Strategies. Journal of Retailing, 85(1), 31-41.

    Voorhees, C. M., Fombelle, P.W., Gregoire, Y., Bone, S., Gustafsson, A., Sousa, R., & Walkowiak, T. (2017). Service Encounters, Experiences and the Customer Journey: Defining the Field and a Call to Expand our Lens. Journal of Business Research, 79, 269–280.

    Walkowiak, T. (2017). Service Encounters, Experiences, and the Customer Journey: Defining the Field and a Call to Expand our Lens. Journal of Business Research, 79, 269–280.

    Walls, A., Okumus, F., Wang, Y., & Kwun, D. (2011). Understanding Customer Experience: An Exploratory Study of Luxury Hotels. Journal of Hospitality Marketing and Management, 20(2), 166-197.

    Yoon, S. J. & Lee, H. J. (2017) Does Customer Experience Management Pay Off? Evidence from Local versus Global Hotel Brands in South Korea. Journal of Hospitality Marketing & Management, 26(6), 585-605.

Revista Alcance

A Revista Alcance é uma revista brasileira de livre acesso, com publicação quadrimestral, vinculada ao Programa de Pós-Graduação em Administração e Programa de Mestrado Profissional em Administração - Gestão, Internacionalização e Logística da Universidade do Vale do Itajaí – Univali. Procuramos publicar artigos de trabalhos teóricos-empíricos e tecnológicos nas áreas da Administração. Diferentes perspectivas teóricas e metodológicas são bem-vindas, desde que sejam consistentes e relevantes para o desenvolvimento da área. 

Access journal