A3 Book section, Chapters in research books
The Role of Service Design in Enhancing Marketing-Customer Service Collaboration (2024)

Ukpabi, D., & Ukpabi, G. D. (2024). The Role of Service Design in Enhancing Marketing-Customer Service Collaboration. In J. N. Sheth, V. Jain, E. Mogaji, & A. Ambika (Eds.), Customer Centric Support Services in the Digital Age : The Next Frontier of Competitive Advantage (pp. 51-71). Palgrave Macmillan. https://doi.org/10.1007/978-3-031-37097-7_4

JYU authors or editors

Ukpabi, Dandison Chukwu-nna

Publication details

All authors or editors: Ukpabi, Dandison; Ukpabi, Grace Dandison

Parent publication: Customer Centric Support Services in the Digital Age : The Next Frontier of Competitive Advantage

Parent publication editors: Sheth, Jagdish N.; Jain, Varsha; Mogaji, Emmanuel; Ambika, Anupama

ISBN: 978-3-031-37096-0

eISBN: 978-3-031-37097-7

Publication year: 2024

Publication date: 31/12/2023

Pages range: 51-71

Number of pages in the book: 294

Publisher: Palgrave Macmillan

Place of Publication: Cham

Publication country: Switzerland

Publication language: English

DOI: https://doi.org/10.1007/978-3-031-37097-7_4

Publication open access: Not open

Publication channel open access:

Abstract

Customer experience would help create and improve one of the important growing aspects of business and services, primarily for managers. However, customer experience has largely been a theoretical discussion with scant practical application. Accordingly, this study is built on two theoretical pillars of service design and customer experience. First, as part of a bigger project this chapter is a case study examining how the marketing team and customer service can apply service design tools to communicate and enhance the customer experience of students. Relying on the multilevel service design model, this study adopted in-depth interviews for the marketing team, focus group discussions for the students (customers), and independent web analysts as mystery shoppers. The results of the qualitative data were depicted using a service blueprint. This study argues that service blueprinting highlights critical touch points within the college's service ecosystem, which are crucial for the customers to acquaint themselves with the front and backend processes and delivery mechanisms. The study highlights implications for theory and practice.

Keywords: customer experience; customer satisfaction; marketing; customer service; service design; institutions of higher education

Free keywords: co-creation; customer experience; immigrants; service blueprint; service design; vocational education

Fields of science: