Customer's pie for experiencescape design | |
| Author | Duangthida Hussadintorn Na Ayutthaya |
| Call Number | AIT Diss. no.ISE-23-02 |
| Subject(s) | Consumers--Attitudes Experience--Design Customer relations |
| Note | A Dissertation submitted in partial fulfillment of the requirements for the Degree of Doctor of Philosophy in Industrial and Manufacturing Engineering |
| Publisher | Asian Institute of Technology |
| Abstract | How companies propose value to customers has changed according to the economic evolution. It has passed through the stage of extracting commodities, providing service, and shifting toward the stage of offering customer experience, where products and services become a part of the offerings. To date, customers prefer to engage more with offerings that lead them to develop unique, meaningful, memorable experiences that positively impact and enhance their ways of living. Therefore, success relies on how the company designs and develops its offerings for customers to engage and own positive experiences. It has become a challenging and complex task for companies in most sectors, including electronics, real estate, retail, banking, health care, and education, to respond to the increasing demand for impactful experience as individuals develop the experience internally and independently. Customers have an internal specific process to take ownership of the proposing experiences. Additionally, it is common that customers are unresponsive to any offerings that fail to achieve their interest and become more selective in developing their memory with some offerings that can extend their personal values. According to neuroscience, the four regions of the cerebral cortex (sensory and post-sensory, temporal integrative, frontal integrative, and premotor and motor) must be activated in this order and entangled with positive emotion to develop individual, meaningful experience. It is expected that, within a well-designed experiencescape, what customers perceive through their senses and engage with can evoke positive emotions and recall current knowledge and past experiences to integrate them in new, meaningful ways that lead to actions positively impacting their lives. Therefore, based on this neuroscience knowledge, this research intends to develop a new integration approach, Customer's PIE, to advance the process of experiencescape design to assist businesses in scaffolding their intent meaningful experiences in customers' minds. Customer's PIE is the integration of customer perception channels (P), customer involvement capability (I), and memorable experience (E). Customer's PIE views an experiencescape as an experience journey – covering pre-consumption, consumption, and post-consumption stages – in which a company designs to direct customers to engage with its offerings through a set of activities in specific environments. PIE components would gradually be embedded into all activities to consciously design their structure and characteristics. With E embedded into the journey, it defines the type of expected gain experience for all individual activities according to the 4Es experience economy – entertainment, educational, esthetic, escapist – that cumulatively form memorable experiences. The sequence of these four experience types would be arranged according to how the cerebral cortex functions. For I, it embeds possible value co-creation scenarios – co-production, service innovation, customization, or co creation – according to customer involvement capability in the journey. The value co creation feature encourages customers to utilize their knowledge and past experiences to extend their personal values. This feature makes the overall experience along the journey more unique and meaningful. For P, it is the last component to be embedded to enhance positive perception and sustain customer interest along the journey. All channels of customer perception – sensorial, emotional, cognitive, pragmatic, lifestyle, and relational – are activated. After all, when the experiencescape design has been completed and the design specification becomes available, the Customer’s PIE approach also navigates the design team in preparing, offering, and evaluating their designed journey for further improvements. In this research, practical implications of Customer’s PIE have been illustrated through five case studies in different service contexts, including designing and preparing learning experiencescapes in higher education, in which the proposed approach has been adjusted and referred to as Student’s PIE to fit well with the context. Customer’s PIE has been applied to enhance the customer onboarding journey’s activities for a new mobile internet device and design a memorable journey for the MSIE 4.0 kick-off meeting, which has been offered and well accepted by the participants. |
| Year | 2023 |
| Type | Dissertation |
| School | School of Engineering and Technology |
| Department | Department of Industrial Systems Engineering (DISE) |
| Academic Program/FoS | Industrial and Manufacturing Engineering (IME) |
| Chairperson(s) | Pisut Koomsap; |
| Examination Committee(s) | Huynh, Trung Luong;Badi, Yuosre; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Thesis (Ph. D.) - Asian Institute of Technology, 2023 |