Purpose

This article aims to provide an understanding of how utilitarian services can make the customer experience more hedonic.

Design/methodology/approach

The author performs an in-depth case study of a leading wealth management firm that is reinventing its business model to incorporate a hedonic perspective into experience design.

Findings

The findings reveal how a traditionally utilitarian firm integrates hedonic elements into the customer experience. The findings describe and expose how four experience design characteristics are interactively linked to form a customer journey model, from eliciting emotional engagement to trigger rapid enrolment through to individualising the experience to drive purchase.

Research limitations/implications

This research takes the perspective of the firm to explore the research question. No customer data are collected.

Practical implications

The article provides evidence-based recommendations that can serve as a platform to develop an action plan for designing and deploying hedonic elements in the customer experience in utilitarian contexts.

Originality/value

This study challenges the dichotomy between utilitarian and hedonic services. It derives an empirically grounded understanding of an intended experience that combines design characteristics associated with both the utilitarian and hedonic model at different stages of the customer journey. The emergent conceptual framework describes and links these design characteristics to enact the customer journey. Together, these empirical insights extend and enrich existing knowledge and provide actionable recommendations for managers.

中文翻译：

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在传统的功利服务环境中让客户体验之旅更加享乐：案例研究

目的

本文旨在提供对实用服务如何使客户体验更加享乐的理解。

设计/方法/方法

作者对一家领先的财富管理公司进行了深入的案例研究，该公司正在重塑其商业模式，将享乐主义观点纳入体验设计。

发现

研究结果揭示了传统功利主义公司如何将享乐元素融入客户体验。研究结果描述并揭示了四个体验设计特征如何以交互方式联系起来以形成客户旅程模型，从引发情感参与到触发快速注册，再到个性化体验以推动购买。

研究限制/影响

本研究以企业的视角探讨研究问题。不收集客户数据。

实际影响

这篇文章提供了基于证据的建议，这些建议可以作为一个平台来制定行动计划，以在功利主义背景下设计和部署客户体验中的享乐元素。

原创性/价值

这项研究挑战了实用服务和享乐服务之间的二分法。它得出了对预期体验的基于经验的理解，该体验结合了在客户旅程的不同阶段与功利主义和享乐模型相关的设计特征。新兴概念框架描述并链接这些设计特征以制定客户旅程。这些实证见解共同扩展和丰富了现有知识，并为管理者提供了可行的建议。