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Title: Toward a model of customer experience
Author: Anaman, Michael
ISNI:       0000 0004 2703 2432
Awarding Body: Brunel University
Current Institution: Brunel University
Date of Award: 2010
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Retaining high-value and profitable customers is a major strategic objective for many companies. In mature mobile phone markets where growth has slowed, the defection of customers from one network to another has intensified and is strongly fuelled by poor Customer Experience. Trends in the service economy suggest that experience can be exploited as a means of supplying the basis of a new economic offering, ignited in part by the shift that is taking place in the analysis of people’s interaction with digital products. In this light, the research describes a strategic approach to the use of Information Systems as a means of improving Customer Experience. Using Action Research in a mobile telecommunications operator, a Customer Experience Monitoring and Action Response model (CEMAR) is developed that evaluates disparate customer data, residing across many systems, builds experience profiles and suggests appropriate contextual actions where experience is poor. The model provides value in identifying issues, understanding them in the context of the overall Customer Experience (over time) and dealing with them appropriately. The novelty of the approach is the synthesis of data analysis with an enhanced understanding of Customer Experience which is developed implicitly, in real-time and in advance of any instigation by the customer.
Supervisor: Lycett, M. Sponsor: Royal Academy of Engineering
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Mobile telecommunications ; Action research ; Customer retention ; Customer satisfaction ; Customer churn