i-manager Publications

Redefining Customer Experience: Connecting the 3PS of Success in the Time of Covid-19

Mboungou Mouyabi Seke*

University of the Witwatersrand, Johannesburg, South Africa.

Periodicity:September - November'2020
DOI : https://doi.org/10.26634/jmgt.15.2.17561

World Health Organization : COVID-19 - Global literature on coronavirus disease

https://pesquisa.bvsalud.org/global-literature-on-novel-coronavirus-2019-ncov/resource/en/covidwho-1038836

ProQuest Central | ID: covidwho-1038836

Abstract

Customer eXperience (CX) has taken on another definition and measurement in the overwhelming challenge of Covid-19. A large number of us have needed to adjust to the new standard of being inside our homes, and as our normal practices change, so too will their experience expectations change. This in essence, this paper has demonstrated that customer experience all through the interactions with a brand is fundamental to customer devotion. In addition, this is a very crucial time to redefine the concept of Customer eXperience in a sense that, the 3Ps need to be refined as well. This research uses a qualitative approach known as direct observation to investigate the aspects to redefine customer experience in response to covid-19. It also presents various aspects medium and large organizations will have to plan for, to ensure that they connect the 3Ps (Purpose, Priorities and Pursuits) to redefine Customer eXperience in this time of uncertainties and beyond this Covid-19. Purpose depicts not just the way to take the perspective of the customer, but includes venture knowledge into their experiences. This research paper gives a nuanced conversation of redefining CX and supporting the pragmatic use of a 3Ps connection. The research adds to a required regular reason for future research and practice of CX.

Keywords

Customer eXperience (CX), Covid-19; Purpose, Priorities and Pursuits.

How to Cite this Article?

Seke, M. M. (2020). Redefining Customer Experience: Connecting the 3PS of Success in the Time of Covid-19. i-manager's Journal on Management, 15(2), 26-38. https://doi.org/10.26634/jmgt.15.2.17561

References

[1]. Accenture. (2020). Outmaneuver uncertainty: Navigating the human and business impact of Covid-19. https://www.accenture.com/us-en/about/company/cor onavirus-business-economic-impact

[2]. Acker, O. (2020, April 20). Redefining customer experience: Connecting in the time of COVID-19. Strategy Business. https://www.strategy-business.com/blog/Redef ining-customer-experience-Connecting-in-the-time-of- COVID-19?gko=245c0

[3]. Akiyama, M. J., Spaulding, A. C., & Rich, J. D. (2020). Flattening the curve for incarcerated populations - Covid- 19 in jails and prisons. New England Journal of Medicine, 382(22), 2075-2077. https://doi.org/10.1056/NEJMp2005 687

[4]. Anderson, R. M., Heesterbeek, H., Klinkenberg, D., & Hollingsworth, T. D. (2020). How will country-based mitigation measures influence the course of the COVID-19 epidemic? The Lancet, 395(10228), 931–934. https://doi. org/10.1016/S0140-6736(20)30567-5

[5]. Arussy, L. (2010). Customer Experience Strategy: The complete guide from innovation to execution. Strativity Group, Inc.

[6]. Atkinson, P., Atkinson, P., Silverman, D., Becker, H., Geer, B., ... & Voysey, M. (2003). Revisiting the Relationship Between Participant Observation and Interviewing. In Holstein, J. A. & Gubrium, J. F. Inside Interviewing (pp. 414–428). Thousand Oaks, CA: SAGE Publications. https:// doi.org/10.4135/9781412984492.n20

[7]. Blanchard, O. (2020, March 14). 3 Simple Digital Transformation Principles That Will Help Your Business Adapt to the Coronavirus Crisis. Futurum. https://futurumresearc h.com/3-simple-digital-transformation-principles-that-willhelp- your-business-adapt-to-the-coronavirus-crisis/

[8]. Cador, B. (2020, March 31). Customer experience in a time of uncertainty—Kantar. https://www.bizcommunit y.com/Article/196/33/202187.html

[9]. Cambridge, (n.d-a). Priority. In Cambridge English Dictionary. Retrieved from https://dictionary.cambridge.or g/dictionary/english/priority?q=Priorities+

[10]. Cambridge, (n.d-b). Purpose. In English, Cambridge English Dictionary. Retrieved from https://dictionary.cambri dge.org/dictionary/en glish/purpose

[11]. Cambridge, (n.d-c). Pursuit. In Cambridge English Dictionary. Retrieved from https://dictionary.cambridge.o rg/dictionary/english/pursuit

[12]. Caimi, G., Anderson, J., & Hoppe, F. (2020, April 20). Covid-19: Building a Digital Bridge to the New Normal. Bain. https://www.bain.com/insights/covid-19-building-a-digitalbridge- to-the-new-normal/

[13]. Cellini, N., Canale, N., Mioni, G., & Costa, S. (2020). Changes in sleep pattern, sense of time, and digital media use during COVID-19 lockdown in Italy. Journal of Sleep Research, e13074. https://doi.org/10.1111/jsr.13074

[14]. De Keyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A framework for understanding and managing the customer experience Report No. 15-121. Marketing Science Institute Working Paper Series, at end add, Retrieved from https://www.msi.org/wp-content/uploads/2 020/06/MSI_Report_15-121.pdf

[15]. Diaz-Aviles, E., Pinelli, F., Lynch, K., Nabi, Z., Gkoufas, Y., Bouillet, E., Calabrese, F., Coughlan, E., Holland, P., & Salzwedel, J. (2015). Towards Real-time Customer Experience Prediction for Telecommunication Operators. In 2015 IEEE International Conference on Big Data (Big Data), Santa Clara, CA, 2015, (pp. 1063-1072). https://doi.org/10.1109/BigData.2015.7363860

[16]. Dong, E., Du, H., & Gardner, L. (2020). An interactive web-based dashboard to track COVID-19 in real time. The Lancet Infectious Diseases, 20(5), 533-534. https://doi.org/ 10.1016/S1473-3099(20)30120-1

[17]. Ferretti, L., Wymant, C., Kendall, M., Zhao, L., Nurtay, A., Abeler-Dörner, L., Parker, M., Bonsall, D., & Fraser, C. (2020). Quantifying SARS-CoV-2 transmission suggests epidemic control with digital contact tracing. Science, 368(6491). https://doi.org/10.1126/science.abb6936c

[18]. Følstad, A., & Kvale, K. (2018). Customer journeys: A systematic literature review. Journal of Service Theory and Practice, 28(2), 196–227. https://doi.org/10.1108/JSTP-11- 2014-0261

[19]. Forsythe, P. J. (2016). Construction service quality and satisfaction for a targeted housing customer. Engineering, Construction and Architectural Management, 23(3), 323–348. https://doi.org/10.1108/ECAM-05-2015-0076

[20]. Gudem, M., Steinert, M., Welo, T., & Leifer, L. (2013). Redefining customer value in lean product development design projects. Journal of Engineering, Design and Technology, 11(1), 71-89. https://doi.org/10.1108/172605 31311309143

[21]. Gupta, A. (2016). Redefining service quality scale with customer experience quality scale: A critical review. International Journal of Services and Operations Management, 25(1), 48–64. https://doi.org/10.1504/IJS OM.2016.078070

[22]. Hamzelou, J. (2020). World in lockdown. New Scientist, 245(3275), 7. https://doi.org/10.1016/S0262-4079(20)30 611-4

[23]. He, F., Deng, Y., & Li, W. (2020). Coronavirus disease 2019: What we know?. Journal of Medical Virology, 92(7), 719-725. https://doi.org/10.1002/jmv.25766

[24]. Heimbach, I., Kostyra, D. S., & Hinz, O. (2015). Marketing automation. Business & Information Systems Engineering, 57(2), 129–133. https://doi.org/10.1007 /s12599-015-0370-8

[25]. Holmes A. (2013) Direct Observation. In: Volkmar F.R. (Eds.) Encyclopedia of Autism Spectrum Disorders. Springer, New York, NY. https://doi.org/10.1007/978-1-4419- 1698-3_1758

[26]. Hughes, J. M., Wilson, M. E., Pike, B. L., Saylors, K. E., Fair, J. N., LeBreton, M., Tamoufe, U., Djoko, C. F., Rimoin, A. W., & Wolfe, N. D. (2010). The origin and prevention of pandemics. Clinical Infectious Diseases, 50(12), 1636–1640. https://doi.org/10.1086/652860

[27]. Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience: A review and research agenda. Journal of Ser vice Theor y and Practice, 27(3), 642-662. https://doi.org/10.1108/JSTP-03-2015-0064

[28]. Jersild, A. T., & Meigs, M. F. (1939). Direct Observation as a research method. Review of Educational Research, 9(5), 472–482. JSTOR. https://doi.org/10.2307/1167746

[29]. Klink, R. R., Zhang, J. Q., & Athaide, G. A. (2018). Designing a customer experience management course. Journal of Marketing Education, 42(2), 157-169. https://do i.org/10.1177/0273475318818873

[30]. LaValle, S., Lesser, E., Shockley, R., Hopkins, M. S., & Kruschwitz, N. (2011). Big data, analytics and the path from insights to value. MIT Sloan Management Review, 52(2), 21–32.

[31]. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.15 09%2Fjm.15.0420

[32]. Marinchak, C. M., Forrest, E., & Hoanca, B. (2018). Artificial intelligence: Redefining marketing management and the customer experience. International Journal of EEntrepreneurship and Innovation (IJEEI), 8(2), 14–24. https://doi.org/10.4018/IJEEI.2018070102

[33]. Marquez, J. J., Downey, A., & Clement, R. (2015). Walking a mile in the user's shoes: Customer journey mapping as a method to understanding the user experience. Internet Reference Services Quarterly, 20(3–4), 135–150. https://doi.org/10.1080/10875301.2015.110 7000

[34]. Mehta, P., McAuley, D. F., Brown, M., Sanchez, E., Tattersall, R. S., Manson, J. J. & HLH Across Speciality Collaboration (2020). COVID-19: Consider cytokine storm syndromes and immunosuppression. The Lancet, 395(10229), 1033–1034. https://doi.org/10.1016/S0140- 6736(20)30628-0

[35]. Melero, I., Sese, F. J., & Verhoef, P. C. (2016). Recasting the customer experience in today's omni-channel environment. Universia Business Review, 50, 18–37.

[36]. Merholz, P. (2009, June 11). A Framework for Building Customer Experiences. Harvard Business Review. https:// hbr.org/2009/06/a-framework-for-building-custo

[37]. Piccialli, F., & Jung, J. E. (2017). Understanding customer experience diffusion on social networking services by big data analytics. Mobile Networks and Applications, 22(4), 605–612. https://doi.org/10.1007/s 11036-016-0803-8

[38]. Price, M. (2020, April 27). OP-ED: Is the South African Covid-19 epidemic different from the rest of the world? Daily Maverick. Retrieved from https://www.dailymaverick. co.za/article/2020-04-27-is-the-south-african-covid-19- epidemic-different-from-the-rest-of-the-world/

[39]. Remuzzi, A., & Remuzzi, G. (2020). COVID-19 and Italy: What next? The Lancet, 395(10231), 1225–1228. https://doi.org/10.1016/S0140-6736(20)30627-9

[40]. Riedmann-Streitz, C. (2018). Redefining the Customer Centricity Approach in the Digital Age. In A. Marcus & W. Wang (Eds.), Design, User Experience, and Usability: Theory and Practice (pp. 203–222). Springer International Publishing. https://doi.org/10.1007/978-3-319-91797-9_15

[41]. Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143–150. https://doi.org/10.101 6/j.bushor.2016.09.010

[42]. Sasser, S. L., & Koslow, S. (2008). Desperately seeking advertising creativity: Engaging an imaginative “3Ps” research agenda. Journal of Advertising, 37(4), 5–20. https://doi.org/10.2753/JOA0091-3367370401

[43]. Schmitt, B. H. (2010). Customer experience management: A revolutionary approach to connecting with your customers. John Wiley & Sons.

[44]. Shrivastava, S. (2017). Digital Disruption is Redefining the Customer Experience: The Digital Transformation Approach of the Communications Service Providers. Telecom Business Review, 10(1), 41-52.

[45]. Spiess, J., T'Joens, Y., Dragnea, R., Spencer, P., & Philippart, L. (2014). Using big data to improve customer experience and business performance. Bell Labs Technical Journal, 18(4), 3–17. https://doi.org/10.1002/bltj.21642

[46]. Tatem, A. J., Rogers, D. J., & Hay, S. I. (2006). Global transport networks and infectious disease spread. Advances in Parasitology, 62, 293–343. https://doi.org /10.1016/S0065-308X(05)62009-X

[47]. Thunstrom, L., Newbold, S., Finnoff, D., Ashworth, M., & Shogren, J. F. (2020). The benefits and costs of flattening the curve for COVID-19. SSRN Electronic Journal. https:// doi.org/10.2139/ssrn.3561934

[48]. Trochim, W. M. K. (n.d.). Qualitative Methods Research Methods Knowledge Base. https://conjointly.co m/kb/qualitative-methods/

[49]. Walker Consulting Group. (2013). Customers 2020: The future of b-to-b customer experience. Walker Information. Retrieved from https://www.walkerinfo.com /Portals/0/Documents/Knowledge%20Center/Featured% 20Reports/WALKER-Customers2020.pdf

If you have access to this article please login to view the article or kindly login to purchase the article

Single Article

	North Americas,UK, Middle East,Europe		India	Rest of world
	USD	EUR	INR	USD-ROW
Online	15	15

ADD TO CART

Options for accessing this content:

If you would like institutional access to this content, please recommend the title to your librarian.
If you already have i-manager's user account: Login above and proceed to purchase the article.
New Users: Please register, then proceed to purchase the article.