Customer Experience Modelling and Analysis Framework A Semantic Lifting Approach for Analyzing Customer Experience

DOI: 10.5176/2251-2039_IE16.10

Authors: Benjamin Lammel, Safak Korkut and Knut Hinkelmann

Abstract: Customer experience has become an important factor for the digital and non-digital value creation. Some brands, products or services create their unique selling preposition only based on a well-designed customer experience. This requires a mind change that puts the customer into the center of the design to create and improve the customer's experience. In this paper we present an extension of the Service Journey Modelling Language (SJML) v2.0 and outline a semantic annotation approach that can be analyzed. The results of the analysis help to identify areas of improvement for streamlining the customer experience in several dimensions.

Keywords: Customer Experience, Touchpoint, Lean Consumption Map, Service Blueprint, Mental Model, Journey Maps, Service Journey Modelling Language, SJML, Multi-Channel Management, Omni-Channel Management, Semantic Lifting, Semantic Content Management