Beyond ‘Eat-Pray-Love’: Designing transformative CX for self-discovery in extended service encounters
通过三个工作坊的服务协同设计方法，提出了一个基于实证的框架，用于在长期服务（如健身、高等教育、养老、员工入职）中设计变革性客户体验，强调在服务中设计不适感以及平凡频繁时刻对自我发现的重要性。
Transformative experiences are considered to be the most impactful of all customer experience (CX) types. Many consumers seek service experiences that facilitate extraordinary personal revelations, like those depicted in the ‘Eat-Pray-Love’ self-discovery pilgrimage . However, there has been limited research on the design of transformative CX in more accessible, long-term services. Using a service co-design method of three workshops (n = 36), we develop an empirically-based framework for the design of transformative CX in extended service contexts (e.g. fitness, tertiary education, aged care, employee onboarding). Three stages were identified: the Foundation stage, Fortification stage and Fruition stage. This study makes a theoretical contribution presenting the criticality of designing discomfort into the service for transformative CX, and evidences the importance of ordinary, frequent moments (rather than peak-end intense moments) to support self-discovery over time. Managers involved in the design of extended services must highlight the relationship between involvement and expected degree of transformation.