EAD: The Architecture of the Customer Experience, Part 5

by Vince Kellen

In my last Advisor (see "EAD: The Architecture of the Customer Experience, Part 4," 2 April 2008), I discussed the interviewing approach we use to break down and cluster into a set of experiences the many interactions customers have with companies. The qualitative phase is useful for making sure we are grounded in the customer perspective on how they think about their experiences with the company. From these sessions, we begin to understand the language customers use and the categories of thought that are relevant to them. We use this information to construct a rich survey that can be distributed more widely and more efficiently than further interviews.

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EAD: The Architecture of the Customer Experience, Part 57 May 2008