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.

/pdf/understanding-customer-experience-throughout-the-customer-52i6qreyzk.pdf

Understanding Customer Experience Throughout the Customer Journey

Through a new introduction for this edition, Marshall investigates the viewing public's desire to associate with celebrity and addresses the explosion of instant access to celebrity culture, bringing famous people and their admireres closer than ever before.  He explores the concept of the new public intimacy: a product of social media in which celebrities from lady Gaga to Barack Obama are expected to continuously campaing for audiences in new ways. The new introduction also details the development of celebrity studies and the need for research into the construction of persona in contemporary culture as the dimension of publicizing the self has expanded through online culture.

Celebrity and Power: Fame in Contemporary Culture

In user-centred design, a widespread recognition has surfaced for the importance of designers to gain empathy with the users for whom they are designing Several techniques and tools have been developed to support an empathic design process and several issues are indicated that support an empathic process, but precise definitions and a framework of what makes ‘empathy’ is missing Although the need for empathic approaches in design has been repeatedly stressed, a fundamental basis of the concept of empathy is missing The goal of this paper is to inform the discussion in the design community by applying the concept of empathy as it has developed in psychology This paper presents a review of how empathy has been discussed in design and psychology literature, and proposes a background framework for supporting empathic approaches in designing The framework presents empathy in design as a process of four phases, and gives insight into what role the designer's own experience can play when having empathy with

https://studiolab.ide.tudelft.nl/manila/gems/sleeswijkvisser/koupriesleeswijkemp.pdf

A framework for empathy in design: stepping into and out of the user's life

http://www.uselab.tu-berlin.de/wiki/images/6/6d/Miaskiewicz_%282011%29.pdf

Personas and user-centered design: How can personas benefit product design processes?

The idea that game design can inspire the design of motivating, enjoyable interactive systems has a long history in human-computer interaction. It currently experiences a renaissance as gameful design, often implemented through gamification, the use of game design elements in nongame contexts. Yet there is little research-based guidance on designing gameful systems. This article therefore reviews existing methods and identifies challenges and requirements for gameful design. It introduces a gameful design method that uses skill atoms and design lenses to identify challenges inherent in a user’s goal pursuit and restructure them to afford gameplay-characteristic motivating, enjoyable experiences. Two case studies illustrate the method. The article closes by outlining how gameful design might inform experience-driven design more generally.

The Lens of Intrinsic Skill Atoms: A Method for Gameful Design

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

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

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

The Persona Lifecycle

Personas for use in interaction and interface design have generated a great deal of interest, but the method is still relatively new. This panel brings together professionals who have used personas to solve real business problems. The panelists will describe the methods they have developed to put personas to work in their organizations and how the use of personas has impacted their products and their organizations.

Tamara Adlin

Papers

The Persona Lifecycle: Keeping People in Mind Throughout Product Design

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

The Persona Lifecycle

Putting personas to work

2 – OVERVIEW OF THE PERSONA LIFECYCLE: Putting the Persona Method into Perspective