Small details that make big differences A radical approach to consumption experience as a firm's differentiating strategy
Small details that make big differences A radical approach to consumption experience as a firm's differentiating strategy
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DOI：
10.1108/josm-01-2014-0034
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发表时间：
2014-01-01
影响因子：
10.6
通讯作者：
Tse, David K.
中科院分区：
文献类型：
--
作者：
Bolton, Ruth N.;Gustafsson, Anders;Tse, David K.
目的-服务组织和营销人员将太多精力集中在其核心服务的表现上，而对设计提升整个客户体验的客户之旅的重视程度太低。公司寻求在服务质量和客户满意度方面不断改进是没有错的。这些努力是公司在市场上具有竞争力所必需的。当一个行业内的性能水平和提供的服务变得过于相似时，问题就会出现，以至于价格是唯一剩下的竞争武器。本白皮书的目的是论证，为了打破这一僵局，公司需要专注于对客户产生重大影响的小细节。设计/方法/方法-本白皮书基于对成功服务组织高管的采访。它分析了世界各地不同消费背景、国家和文化的不同服务组织的差异化战略。发现--白皮书提出了三个研究命题，并提出了激进的方法，以帮助服务组织真正了解客户，并提供吸引和取悦客户的服务体验。白皮书认为，营销面临的新挑战是帮助公司找到并实施这些小细节，以对整体客户体验产生重大影响。原创性/价值-为了真正理解客户体验，白皮书需要全面了解客户与公司的所有互动。本文需要了解在搜索、购买、消费和消费后的所有接触点上的客户与企业的互动。客户体验包括客户对企业的认知、情感、情感、社交和感官反应。本研究的创新之处在于关注服务过程中对顾客产生影响的小细节，而不是服务绩效的最终结果。
Purpose - Service organizations and marketers have focussed too much of their energy on their core service's performance and too little emphasis on designing a customer journey that enhances the entire customer experience. There is nothing wrong with firms seeking continuous improvement in service quality and customer satisfaction. These efforts are needed for firms to be competitive in the marketplace. The problem occurs when performance levels and service offerings become too similar within an industry, so that price is the only competitive weapon that remains. The purpose of this paper is to argue that in order to break this deadlock, companies need to focus on the small details that make big differences to customers.Design/methodology/approach - The paper builds on interviews with executives in successful service organizations. It provides an analysis of differentiation strategies in diverse service organizations across consumption contexts, nations and cultures around the world.Findings - The paper develops three research propositions and argues for radical approaches to help service organizations truly understand customers and provide service experiences that engage and delight them. The paper argues that the new challenge for marketing is to help companies find and implement these small details to make a large impact on the overall customer experience.Originality/value - In order to truly understand the customer experience, the paper need a holistic view of all interactions customers have with a company. The paper need to understand the customer-firm interactions at all touch points, that is, during search, purchase, consumption and post-consumption. Customer experience involves the customers' cognitive, affective, emotional, social and sensory responses to the firm. The originality of this research lies in the focus on the small details that make a difference to customers during the service process rather than in the final outcome of the service performance.