Article | ServDes2018. Service Design Proof of Concept, Proceedings of the ServDes.2018 Conference, 18-20 June, Milano, Italy | A CRX framework and tools to design for relationships in service settings Linköping University Electronic Press Conference Proceedings
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Title:
A CRX framework and tools to design for relationships in service settings
Author:
Jan Koenders: Faculty of Industrial Design Engineering, Delft University of Technology / Livework Studio Rotterdam, The Netherlands Dirk Snelders: Faculty of Industrial Design Engineering, Delft University of Technology, The Netherlands Maaike Kleinsmann: Faculty of Industrial Design Engineering, Delft University of Technology, The Netherlands Jürgen Tanghe: Livework Studio Rotterdam, The Netherlands
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Year:
2018
Conference:
ServDes2018. Service Design Proof of Concept, Proceedings of the ServDes.2018 Conference, 18-20 June, Milano, Italy
Issue:
150
Article no.:
082
Pages:
976-993
No. of pages:
18
Publication type:
Abstract and Fulltext
Published:
2018-07-05
ISBN:
978-91-7685-237-8
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press, Linköpings universitet


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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.

Keywords: CX, CRX, customer, experience, organisation, relationships, service design, contribution, engagement, role enhancement

ServDes2018. Service Design Proof of Concept, Proceedings of the ServDes.2018 Conference, 18-20 June, Milano, Italy

Author:
Jan Koenders, Dirk Snelders, Maaike Kleinsmann, Jürgen Tanghe
Title:
A CRX framework and tools to design for relationships in service settings
References:
No references available

ServDes2018. Service Design Proof of Concept, Proceedings of the ServDes.2018 Conference, 18-20 June, Milano, Italy

Author:
Jan Koenders, Dirk Snelders, Maaike Kleinsmann, Jürgen Tanghe
Title:
A CRX framework and tools to design for relationships in service settings
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Last updated: 2019-11-06