Objetivo: Introducir y presentar un modelo que describa las etapas de diseño, planificación e implementación de proyectos con miras a entregar valor y experiencias a los clientes y también apoyar a los profesionales de CX.
Diseño: Así, se propuso un modelo para apoyar a los profesionales en la gestión de proyectos de experiencia del cliente, integrando marketing, innovación y servicios inspirados en los principios de lean startup.
Resultados: El modelo propone cinco etapas: (i) investigación de clientes; (ii) desarrollo de ideas; (iii) creación de prototipos; (iv) medir y compartir resultados; y, finalmente, (v) escalada. Los principios de lean startup están presentes a medida que se construyen, prueban (y miden) los proyectos y se registra el aprendizaje en cada interacción e iteración.
Originalidad y Valor: El marco de experiencia del cliente integra técnicas de diseño de servicios, recorrido del cliente, puntos de contacto (omnichannel), entre otras prácticas, con el fin de apoyar a los profesionales de CX.
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.
Derechos de autor 2022 Revista Alcance
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
La Revista Alcance es una revista brasileña de libre acceso, con publicación cua-trimestral, vinculada al Programa de Posgrado en Administración y Programa de Maestría Profesional en Administración - Gestión, Internacionalización y Logística de la Universidade do Vale do Itajaí – Univali. Buscamos publicar artículos de traba-jos teóricos-empíricos y tecnológicos en las áreas de Administración. Diferentes perspectivas teóricas y metodológicas son bienvenidas, desde que sean consisten-tes y relevantes para el desarrollo del área.
