Objective: to introduce and to present a framework that describes the stages of designing, planning, and implementing projects in order to deliver value and experience to customers, as well as supporting CX professionals.
Design: This framework was organised to support professionals in managing customer experience projects through the integration of marketing, innovation and services based on lean startup principles.
Results: The framework encompasses five stages: (i) customer research; (ii) idea development; (iii) prototyping; (iv) measuring and sharing results; and (v) scaling up, following the lean startup principles: building, testing (measuring) and learning, as each interaction and iteration is recorded.
Originality and Value: The customer experience framework integrates service design, customer journey, touchpoints (omnichannel) techniques, among other practices, in order to support CX professionals.
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