From customer experience to human experience: Uses of systematized and non-systematized knowledge

Anne L. Roggeveen, Sara Rosengren

Research output: Contribution to journalArticlepeer-review

23 Citations (SciVal)

Abstract

The conceptual framework proposed herein reveals how firms might establish a human experience focus, using both systematized and non-systematized knowledge to identify points of pain and gain. Such efforts align with the critical need for firms to develop their approaches to the customer experience, by moving beyond addressing how customers respond to their offerings and toward thinking about the human experience of how firms respond to customers’ ambitions, beliefs, values, and feelings to interact in the manner customers prefer. To create a human experience, firms must manage it in relation to touchpoints, personalization, operations, and company culture, using systematized knowledge to monitor the experience, identify problems, and make improvements, together with non-systematized knowledge to innovate in relation to the experience.

Original languageEnglish
Article number102967
JournalJournal of Retailing and Consumer Services
Volume67
DOIs
Publication statusPublished - 1 Jul 2022

Keywords

  • Customer experience
  • Customer experience management
  • Human experience
  • Retail

ASJC Scopus subject areas

  • Marketing

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