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.
|Title of host publication||ServDes.2018 Service Design Proof of Concept|
|Subtitle of host publication||Proceedings of the ServDes.2018 Conference|
|Editors||A. Meroni, A.M.O. Medina, B. Villari|
|Publisher||Linköping University Electronic Press|
|Number of pages||18|
|Publication status||Published - 2018|
|Event||ServDes.2018 : Service Design Proof of Concept - Politecnico di Milano, Milano, Italy|
Duration: 18 Jun 2018 → 20 Jun 2018
|Name||Linköping Electronic Conference Proceedings|
|Publisher||Linköping University Electronic Press, Linköpings universitet|
|Period||18/06/18 → 20/06/18|
- service design
- role enhancement
Koenders, J., Snelders, D., Kleinsmann, M., & Tanghe, J. (2018). A CRX framework and tools to design for relationships in service settings. In A. Meroni, A. M. O. Medina, & B. Villari (Eds.), ServDes.2018 Service Design Proof of Concept: Proceedings of the ServDes.2018 Conference (pp. 976-993).  (Linköping Electronic Conference Proceedings; No. 150). Linköping University Electronic Press.