Translated from Tocquer, Gérard. Marketing Des Services : Le Défi Relationnel. Quebec: gaëtan morin éditeur itée, 1992.

If one considers the service as a system, services are the result or product of the system, and the process leading to their realization is called “servuction.”

Section 5.4.2
Promotion of “Customer Experience” As Part of Service Systems

As we noted, the enterprise service builds its competitive edge on experience in real time by the customer, which is the culmination of a process. The customer must be supervised at every stage, so that his relationship with the enterprise is enriched and that the passage from one stage to another takes place smoothly.

For example, at an airline, the customer passes successively from booking a ticket at the check-in, to the boarding lounge, to the airplane and finally to baggage claim.

Throughout the process, the customer interacts, on the one hand, with staff from different administrative units (which have a separate operational identity) and, secondly, with signage and technical equipment.

The “customer experience” is closely linked to the quality of the process and interaction with both physical media and technical personnel contact. We therefore suggest to associate the process and the interface in the form of a “expérigramme” management tool for customer experience.

Figure 5.8 presents an expérigramme abstract of a ski resort. At each stage (parking, selling packages, ski slopes), the visitor is interfaced with a medium composed of technical equipment and staff. It is therefore essential to understand and clarify the role of staff in the capacity of the enterprise to provide a quality service.

Physical media present many aspects:

  • Functional (accessibility of the parking lot, near the ski slopes, arrangement of booths for the sale of packages, boxes automatic);
  • Ergonomic (comfortable chairlifts and ski lifts);
  • Informational (signalling runways, price, opening hours, possible risks);
  • Promotional (merchandising, advertising);
  • Aesthetics (architecture and urban planning, site selection, atmosphere)

In reality, these aspects are often considered in light of operational concerns rather than the comfort of the client. As the staff contact, interpersonal and physical presence, it plays a technical and functional role, in addition to helping to create an ambiance.

The conduct of service brings the customer to interact with different divisions of the enterprise, and a lack of integration between them will lead to an incoherent “customer experience.” The interest of an “expérigramme” is to allow this experience to manage a comprehensive manner by giving greater coherence to the service through optimizing the synergy of human and technical elements, which provides maximum satisfaction to the customer.

In some cases, a strategy requires the integration of different specialties within a conducive business management. Thus, an airline with its own central platform, owner of a hotel chain and putting a mode of transport available to the customers between airport and hotel is able to manage the various steps taken by a client on a business trip. It is the same in the tourism sector, where integration of supply “tour operators” – transportation, lodging, car rentals – is a real benefit to the consumer. This is one reason why most airlines are now both carriers and producers of travel.

. . .

Translated from Tocquer, Gérard. Marketing Des Services : Le Défi Relationnel. Quebec: gaëtan morin éditeur itée, 1992.