Many customer service institutions draw on the (argued over) notion of “customer experience”. Gentile et al. (2007) suggest that, at an optimum, the notion assumes a thinking and feeling customer who co-creates their customer experience together with the service providing institution. This co-creation is believed to comprise interactional involvement, personalization and the holistic treatment of the customer’s needs. Given the latter, we might expect service providers, such as call centres, to view language as a vital means of creating an experience with the customer. The extant linguistic call centre research, including our own, points to the fact that call centre institutions view language as fundamental to their functioning. However, heavy language regulation tends to be the most important – if not the only – means of achieving outstanding customer experience (Cameron 2000; Jagodzinski 2013; Archer and Jagodzinsk 2015). There is a clear mismatch, then, between the tenets of customer experience and the way language is conceptualized, interactionally managed and regulated. Throughout this paper, we argue that the co-creation of customer experience must be accompanied by its linguistic co-construction, which can only be achieved by giving frontline employees more interactional freedom than they tend to have in practice.

中文翻译：

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通过呼叫中心互动共同创造客户体验：互动成就和专业面孔

许多客户服务机构都使用（争论）的“客户体验”概念。Gentile等。（2007年）建议，在最佳状态下，该概念假设一个具有思想和感觉的客户与服务提供机构共同创造其客户体验。这种共同创造被认为包括互动参与，个性化和对客户需求的整体处理。对于后者，我们可能希望服务提供商（例如呼叫中心）将语言视为创造与客户的体验的重要手段。现有的语言呼叫中心研究，包括我们自己的研究，都指出了这样一个事实，即呼叫中心机构将语言视为其功能的基础。然而，严格的语言规范往往是实现出色客户体验的最重要（即使不是唯一）手段（Cameron 2000； Jagodzinski 2013； Archer和Jagodzinsk 2015）。因此，客户体验的宗旨与语言的概念化，交互性管理和规范方式之间存在明显的不匹配。在整个本文中，我们认为，客户体验的共同创造必须伴随着其语言的共同建构，而这只能通过为一线员工提供比他们在实践中往往更多的互动自由来实现。