A CRX framework and tools to design for relationships in service settings

Jan Koenders, Dirk Snelders, Maaike Kleinsmann, Jurgen Tanghe

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review


This paper presents a framework and tools to improve—by design—relationships between customers and large-scale service organisations. Up to now, several attempts have been made in both academia and practice to improve these relationships, but so far approaches such as relationship marketing and customer relationship management have failed to deliver on their theoretical promise. Several design studies and projects have pointed to more pragmatic new directions for improving relationships, albeit mostly in highly local settings and without as an extensive theoretical background. In this paper we revisit this issue from the perspective of large scale service organisations that seek to enjoy better relationships with their customers at a sustained and large scale. We propose that improved relationships be based on designing for ‘customer relationship experiences’ (CRX), in which both the customer and the organisation benefit, through mutual contributions that go beyond direct commercial exchange. To this purpose, the present paper provides a CRX framework and tools (with industry evaluation) that bring together the theory of marketing and practice of design literatures for assisting larger service organisations to design for relationships.
Original languageEnglish
Title of host publicationServDes.2018 Service Design Proof of Concept
Subtitle of host publicationProceedings of the ServDes.2018 Conference
EditorsA. Meroni, A.M.O. Medina, B. Villari
PublisherLinköping University Electronic Press
Number of pages18
ISBN (Print)978-91-7685-237-8
Publication statusPublished - 2018
EventServDes.2018 : Service Design Proof of Concept - Politecnico di Milano, Milano, Italy
Duration: 18 Jun 201820 Jun 2018

Publication series

NameLinköping Electronic Conference Proceedings
PublisherLinköping University Electronic Press, Linköpings universitet
ISSN (Print)1650-3686
ISSN (Electronic)1650-3740




  • CX
  • CRX
  • customer
  • experience
  • organisation
  • relationships
  • service design
  • contribution
  • engagement
  • role enhancement


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