The document outlines three perspectives of customer experiences: 1) customer experience as knowledge of customers and how their existing experience impacts expectations, 2) customer experience as a new offering or construct for companies to consider, and 3) customer experience as a new construct for understanding broader customer evaluations of their interactions and relationship with a company beyond a single transaction.

1. Three perspectives
of customer epxeriences

2. Customer experience as
• Knowledge of customers
• New offering
• New construct for understanding
customer evaluations

3. Customer experience
as knowledge of customers
Perspective 1

4. Knowledge of customers
• Customers HAVE HAD
experience or not
• Know how to use service or not
• Impacts expectations and need
for instructions

10. Customer experience
as new offering
Perspective 2

13. Customer experience
as new construct
Perspective 3

14. Construct of customer evaluations
• Broader perspective
• “the customer’s cognitive, emotional
and behavioral response to any direct
or indirect contact with a company”
(Edvardsson et al., 2005)
• Focus on interactions and active role of
customers

15. Three perspectives
of customer epxeriences

16. Jörg Pareigis
@joergelp
jorg.pareigis@kau.se
This work is licensed under a Creative
Commons Attribution 4.0 International
License.