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The Role of Service Design in Enhancing Marketing-Customer Service Collaboration

In: Customer Centric Support Services in the Digital Age

Author

Listed:
  • Dandison Ukpabi

    (University of Jyväskylä)

  • Grace Dandison Ukpabi

    (Novia University of Applied Sciences)

Abstract

s 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.

Suggested Citation

  • Dandison Ukpabi & Grace Dandison Ukpabi, 2024. "The Role of Service Design in Enhancing Marketing-Customer Service Collaboration," Springer Books, in: Jagdish N. Sheth & Varsha Jain & Emmanuel Mogaji & Anupama Ambika (ed.), Customer Centric Support Services in the Digital Age, chapter 4, pages 51-71, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-37097-7_4
    DOI: 10.1007/978-3-031-37097-7_4
    as

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