Achieving a designed customer experience across multiple delivery platforms: A telco perspective

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Show simple item record Barker, Tom en_US Haeusler, Matthias en_US
dc.contributor.editor M. Gakhan Nalbant & Tolga Kara en_US 2012-02-02T11:10:51Z 2012-02-02T11:10:51Z 2010 en_US
dc.identifier 2010000685 en_US
dc.identifier.citation Barker Tom and Haeusler Matthias 2010, 'Achieving a designed customer experience across multiple delivery platforms: A telco perspective', , Marmara University, Istanbul, Turkey, , pp. 133-140. en_US
dc.identifier.issn 978-975-400-330-7 en_US
dc.identifier.other E1 en_US
dc.description.abstract 'Customer experience' is a term that covers a wide range of activities that take place between suppliers and users of products and services. LaSalle and Britton define it as 'a holistic experience which involves a person - as opposed to a customer - as a whole at different levels and in every interaction between such person and a company' (2003). This research considers a key aspect of such an holistic experience: that which is embodied in the product or service under consideration. In the context of increasing mobile technology convergence, the paper considers new approaches that focus on developing the necessary underlying enablers and common interaction flows that are required to deliver a designed experience, taking into account the increasing number of mobile operating systems and service delivery platforms. Ultimately these models move towards allowing users to 'co-create their own unique experiences' (Pralahad and Ramswamy, 2004). The convergence between IT and telecommunications domains presents a unique challenge to product and service designers. Services are increasingly accessible via multiple delivery devices and delivery networks. This trend has been seen most recently in the advent of Internet based services being delivered via mobile phones where 'mobile service delivery and technologies have become the glue between previously secluded 'telecom' and "IT' domains' (Karrberg and Liebenau, 2006). At the same time network operators are trying to tighten their relationship with their customers by offering 'sticky' services aimed at raising the barriers to customer mobility. These two trends lead to a new design challenge: how to design a recognisably consistent and compelling product customer experience that applies over all delivery services, operating systems and networks. Solutions to this problem have to date been either technology led, focussing on integrated delivery platforms, or reliant on rule-based design. Crucial to this analysis is the 'role en_US
dc.language en_US
dc.publisher Marmara University en_US
dc.relation.isbasedon NA en_US
dc.title Achieving a designed customer experience across multiple delivery platforms: A telco perspective en_US
dc.parent International Conference of New Media and Interactivity en_US
dc.journal.volume en_US
dc.journal.number en_US
dc.publocation Istanbul, Turkey en_US
dc.identifier.startpage 133 en_US
dc.identifier.endpage 140 en_US DAB.School of Design en_US
dc.conference Verified OK en_US
dc.for 120302 en_US
dc.personcode 105430 en_US
dc.personcode 105851 en_US
dc.percentage 100 en_US Design Innovation en_US
dc.classification.type FOR-08 en_US
dc.edition en_US
dc.custom International Conference of New Media and Interactivity en_US 20100428 en_US
dc.location.activity Marmara University, Istanbul en_US
dc.description.keywords Telco; convergence; consistent design; mobile phone; interface design; mobile computing; industrial design. en_US
dc.staffid en_US
dc.staffid 105851 en_US

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