Service Excellence

CHAPTER 4

The Building Blocks of the Customer Experience

This chapter analyzes customer experience from the customer’s viewpoint, rather than the organization’s viewpoint. Subsequent chapters use this analysis to introduce some best practices for creating excellent customer experiences that build relationships. Recall from Figure 1.1 that the customer experience can be visualized in the form of concentric circles, beginning with the cocreation of the service, followed by her satisfaction and then her engagement; all embedded in a specific context characterized by her goals, the relevance of the organization’s offering and other aspects of her situation or context. This chapter builds upon this conceptualization to develop a more in-depth understanding ...