Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic.

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Understanding Customer Experience Throughout the Customer Journey

The mismatch negativity (MMN) in basic research of central auditory processing: a review.

In the present article, the basic research using the mismatch negativity (MMN) and analogous results obtained by using the magnetoencephalography (MEG) and other brain-imaging technologies is reviewed. This response is elicited by any discriminable change in auditory stimulation but recent studies extended the notion of the MMN even to higher-order cognitive processes such as those involving grammar and semantic meaning. Moreover, MMN data also show the presence of automatic intelligent processes such as stimulus anticipation at the level of auditory cortex. In addition, the MMN enables one to establish the brain processes underlying the initiation of attention switch to, conscious perception of, sound change in an unattended stimulus stream. 2007 International Federation of Clinical Neurophysiology. Published by Elsevier Ireland Ltd. All rights reserved.

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Invited review The mismatch negativity (MMN) in basic research of central auditory processing: A review

Value Sensitive Design is a theoretically grounded approach to the design of technology that accounts for human values in a principled and comprehensive manner throughout the design process. It employs an integrative and iterative tripartite methodology, consisting of conceptual, empirical, and technical investigations. We explicate Value Sensitive Design by drawing on three case studies. The first study concerns information and control of web browser cookies, implicating the value of informed consent. The second study concerns using high-definition plasma displays in an office environment to provide a “window” to the outside world, implicating the values of physical and psychological well-being and privacy in public spaces. The third study concerns an integrated land use, transportation, and environmental simulation system to support public deliberation and debate on major land use and transportation decisions, implicating the values of fairness, accountability, and support for the democratic process, as well as a highly diverse range of values that might be held by different stakeholders, such as environmental sustainability, opportunities for business expansion, or walkable neighborhoods. We conclude with direct and practical suggestions for how to engage in Value Sensitive Design.

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Value Sensitive Design and Information Systems

In this review of 100 fMRI studies of speech comprehension and production, published in 2009, activation is reported for: prelexical speech perception in bilateral superior temporal gyri; meaningful speech in middle and inferior temporal cortex; semantic retrieval in the left angular gyrus and pars orbitalis; and sentence comprehension in bilateral superior temporal sulci. For incomprehensible sentences, activation increases in four inferior frontal regions, posterior planum temporale, and ventral supramarginal gyrus. These effects are associated with the use of prior knowledge of semantic associations, word sequences, and articulation that predict the content of the sentence. Speech production activates the same set of regions as speech comprehension but in addition, activation is reported for: word retrieval in left middle frontal cortex; articulatory planning in the left anterior insula; the initiation and execution of speech in left putamen, pre-SMA, SMA, and motor cortex; and for suppressing unintended responses in the anterior cingulate and bilateral head of caudate nuclei. Anatomical and functional connectivity studies are now required to identify the processing pathways that integrate these areas to support language.

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The anatomy of language: a review of 100 fMRI studies published in 2009.

i Personasi is an interaction design technique with considerable potential for software product development. In three years of use, our colleagues and we have extended Alan Cooperis technique to make Personas a powerful complement to other usability methods. After describing and illustrating our approach, we outline the psychological theory that explains why Personas are more engaging than design based primarily on scenarios. As Cooper and others have observed, Personas can engage team members very effectively. They also provide a conduit for conveying a broad range of qualitative and quantitative data, and focus attention on aspects of design and use that other methods do not.

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Personas: practice and theory

Offering techniques and tools related to planning, creating, communicating, and using personas to create great product designs, this innovative text addresses the how of creating effective personas and using them to design products that people love

The Persona Lifecycle: Keeping People in Mind Throughout Product Design

The design of commercial products that are intended to serve millions of people has been a challenge for collaborative approaches. The creation and use of fictional users, concrete representations commonly referred to as 'personas', is a relatively new interaction design technique. It is not without problems and can be used inappropriately, but based on experience and analysis it has extraordinary potential. Not only can it be a powerful tool for true participation in design, it also forces designers to consider social and political aspects of design that otherwise often go unexamined.

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Personas, Participatory Design and Product Development: An Infrastructure for Engagement

http://ilabs.uw.edu/sites/default/files/Zhang_etal_2009_NeuralSig.pdf

Neural signatures of phonetic learning in adulthood: A magnetoencephalography study

Personas play an essential role in the development of successful products. Without creating profiles of target customers and studying them throughout your product development lifecycle, it?s impossible to truly understand user need, context, and pain points. The Essential Persona Lifecycle is an easy-to-reference guide on persona creation, use, and evaluation. Whether you are a student or a UX practitioner, if you are developing products that people are intended to use, this book is for you.



*Practical and immediately applicable how-to reference guide for building and using personas - from planning, creating, launching, evaluating, and determining ROI



*Invaluable guide that gives you a quick reference for incorporating personas into a product development process



*Features all the essential how-to material from its parent book, The Persona Lifecycle, as a quick, at your fingertips companion
Table of Contents


Introduction: The Persona Lifecycle



Phase 1: Planning a Persona Effort



Phase 2: Creating Personas



Phase 3: Launching and Communicating Personas



Phase 4: Using Personas



Phase 5: ROI and Reuse of Personas



Conclusion

John S. Pruitt

Papers

Personas: practice and theory

The Persona Lifecycle: Keeping People in Mind Throughout Product Design

Personas, Participatory Design and Product Development: An Infrastructure for Engagement

Neural signatures of phonetic learning in adulthood: A magnetoencephalography study

The Essential Persona Lifecycle: Your Guide to Building and Using Personas