Advertisement

Redefining the Customer Centricity Approach in the Digital Age

  • Christine Riedmann-Streitz
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10918)

Abstract

When user experience (UX) issues in information and communication technology are investigated, the application context is usually determined by situations where people use and interact with software systems. In this position paper, we address the specific application context where users are also in the role of customers, although they might not be the one who “bought” the product or service. Customer is here defined in the more general term as the key stakeholder. The paper explores the relationship between the notion of “user-centric” design and the notion of “Customer Centricity”, a concept that has been around in marketing and business already in the so called pre-digital era. Companies agree that the customer should be in the focus of their business. But they do not really follow the core idea of Customer Centricity. This results in the Customer Centricity Paradox: The more data about the individual customer are available at the touch of a button, the more he (In this paper, the term ‘he’ is used for simplifying reasons, but it refers to all genders.) is reduced to a set of data points and serves only as a means to an end. He is not in the focus, he is the product. For this reason, Customer Centricity needs to be rethought and redefined. We introduce and propose the Activity-oriented Customer Centricity (ACC) approach. If companies do not want to turn the Customer Centricity approach against their customers, then they must follow the ACC approach as in the concept of Humane Customer Centricity.

Keywords

Customer Centricity Hybrid Brand User brand experience User experience Design thinking Job to be done Human-Centered Design (HCD) Activity-Centered Design (ACD) Activity-oriented Customer Centricity (ACC) Humane Customer Centricity 

Notes

Acknowledgements

The author gratefully acknowledges feedback and exchange of ideas with Norbert Streitz on an early version of this paper. Manfred Thüring and Michael Burmester provided valuable feedback during the review process. Nevertheless, the author has the full responsibility for the content of this paper.

References

  1. 1.
  2. 2.
    Krippendorff, K.: The Semantic Turn: A New Foundation for Design. CRC Press Taylor & Francis Group, Boca Raton (2006)CrossRefGoogle Scholar
  3. 3.
  4. 4.
    Oxford Dictionary: Definition “Customer”. https://en.oxforddictionaries.com/definition/customer. Accessed 13 Jan 2018
  5. 5.
    Business Dictionary: Definition “Customer Orientation”. http://www.businessdictionary.com/definition/customer-orientation.html. Accessed 28 Jan 2018
  6. 6.
    Freeman, R.E., Reed, D.L.: Stockholders and stakeholders: a new perspective on corporate governance. Calif. Manag. Rev. 25(3), 88–106 (1983)CrossRefGoogle Scholar
  7. 7.
    Riedmann-Streitz, C.: Gibt es noch Marken in der Zukunft? Hybrid Brands – eine Zukunftsvision für starke Marken. Springer Gabler, Wiesbaden (2017).  https://doi.org/10.1007/978-3-658-16151-4CrossRefGoogle Scholar
  8. 8.
    Müller, W.: Innovationsstrategien - Konzeption und Best Marketing Practices, Fachhochschule Dortmund, FB Wirtschaft, Reihe Forschungspapier, Band 19 (2009)Google Scholar
  9. 9.
    Kelley, T.: The Art of Innovation. Random House, New York (2001)Google Scholar
  10. 10.
    Burmester, M.: Design Thinking – die neue alte Kreativität. https://www.uid.com/de/aktuelles/hcd-design-thinking. Accessed 28 Jan 2018
  11. 11.
    Watzlawick, P., Beavon, J.H., Kackson, D.D.: Menschliche Kommunikation: Formen, Störungen, Paradoxien. Verlag Hans Huber, Bern (1969). http://www.zitate-online.de/sprueche/wissenschaftler/16362/man-kann-nicht-nicht-kommunizieren.html. Accessed 27 Oct 2017
  12. 12.
    Esch, F.-R.: Strategie und Technik der Markenführung, 8. vollständig überarbeitete und erweiterte Auflage. Verlag Franz Vahlen, München (2014)Google Scholar
  13. 13.
    Havas Media: Meaningful Brands. http://www.havasmedia.de/organic-marketing/meaningful-brands/. Accessed 23 Oct 2017
  14. 14.
  15. 15.
  16. 16.
    Hassenzahl, M.: The hedonic/pragmatic model of user experience. In: Hassenzahl et al. (eds.) Towards a UX Manifesto, Lancaster, UK, pp. 10–14 (2007)Google Scholar
  17. 17.
    Christensen, C.M.: The Innovator’s Dilemma. Harpers Business, New York (2000)Google Scholar
  18. 18.
    Thüring, M., Mahlke, S.: Usability, aesthetics, and emotions in human-technology interaction. Int. J. Psychol. 42(4), 253–264 (2007)CrossRefGoogle Scholar
  19. 19.
    Minge, M., Thüring, M.: Hedonic and pragmatic halo effects in the course of user experience. Int. J. Hum. Comput. Stud. 109, 13–25 (2018)CrossRefGoogle Scholar
  20. 20.
    Backhaus, N., Trapp, A.K., Thüring, M.: Skeuomorph versus flat design: user experience and age-related preferences. In: Marcus, A., Wang, W. (eds.) DUXU 2018. LNCS, vol. 10918, pp. xx–yy. Springer, Cham (2018)Google Scholar
  21. 21.
    Christensen, C.M., Raynor, M.E.: The Innovator’s Solution: Creating and Sustaining Successful Growth. Harvard Business School Press, Boston (2003)Google Scholar
  22. 22.
    Christensen, C.M. et al.: Know your customers “Jobs to be done”. Harvard Business Review, September 2016. https://hbr.org/2016/09/know-your-customers-jobs-to-be-done. Accessed 10 Oct 2017
  23. 23.
    Norman, D.A., Design, E.: Why We love (or Hate) Everyday Design. Basic Book, New York (2004)Google Scholar
  24. 24.
    Norman, D.A.: The Design of Future Things. Basic Book, New York (2007)Google Scholar
  25. 25.
    Norman, D.A.: The Design of Everyday Things: Revised and Expanded. Basic Books, New York and MIT Press (UK edition), London (2013)Google Scholar
  26. 26.
  27. 27.
    Hassenzahl, M.: The thing and I: understanding the relationship between user and product. In: Blythe, M.A., Monk, A.F., Overbeeke, K., Wright, P.C. (eds.) Funology: From Usability to Enjoyment, pp. 1–12. Kluwer Academic Publishers (2003)CrossRefGoogle Scholar
  28. 28.
    Searls, D., Weinberger, D., Levine, R., Locke, C.: Cluetrain Manifesto (1999). http://www.cluetrain.com/. Accessed 28 Oct 2017
  29. 29.
    Searls, D., Weinberger, D.: Cluetrain Manifesto (2015). http://newclues.cluetrain.com/. Accessed 28 Oct 2017
  30. 30.
    Fader, P.: Customer Centricity. Wharton, Philadelphia (2011)Google Scholar
  31. 31.
    Price, C.: Technology is the answer, but what was the question? Lecture title (1966)Google Scholar
  32. 32.
    Kucher, S.: Mehr Umsatz durch Digitalisierung? Fehlanzeige bei drei von vier Unternehmen. https://www.simon-kucher.com/de/about/media-center/mehr-umsatz-durch-digitalisierung-fehlanzeige-bei-drei-von-vier-unternehmen. Accessed 13 Jan 2018
  33. 33.
    Bruhn, M.: Handbuch des Marketing: Anforderungen an Marketingkonzeptionen aus Wissenschaft und Praxis. Beck, München (1989)Google Scholar
  34. 34.
    Voeth, M., Herbst, U.: Marketing-Management: Grundlagen, Konzeption und Umsetzung, Schäffer Poeschel, Stuttgart (2013)Google Scholar
  35. 35.
    Kotler, P., Keller, K.L.: Marketing Management. Pearson Education, London (2012)Google Scholar
  36. 36.
    Diefenbach, S., Hassenzahl, M., Eckoldt, K., Hartung, L., Lenz, E., Laschke, M.: Designing for well-being: a case study of keeping small secrets. J. Posit. Psychol. 12(2), 151–158 (2017)CrossRefGoogle Scholar
  37. 37.
    Diefenbach, S., Hassenzahl, M.: Psychologie in der nutzerzentrierten Produktgestaltung: Mensch-Technik-Interaktion-Erlebnis. Springer, Heidelberg (2017).  https://doi.org/10.1007/978-3-662-53026-9CrossRefGoogle Scholar
  38. 38.
    Streitz, N.: Reconciling humans and technology: the role of ambient intelligence. In: Braun, A., Wichert, R., Maña, A. (eds.) AmI 2017. LNCS, vol. 10217, pp. 1–16. Springer, Cham (2017).  https://doi.org/10.1007/978-3-319-56997-0_1CrossRefGoogle Scholar
  39. 39.
    Streitz, N.: Beyond ‘Smart-Only’ cities: redefining the ‘Smart-Everything’ paradigm. Journal of Ambient Intelligence and Humanized Computing (2018, in press).  https://doi.org/10.1007/s12652-018-0824-1
  40. 40.
    Riedmann-Streitz, C.: Rethinking ubiquitous digitalization – Do we still need brands in the future? In: Karls Magazine, Rethinking Management, vol. 1, pp. 15–18 (2018). https://karlshochschule.de/fileadmin/files/KarlsMagazine_2018.pdf. Accessed 28 Jan 2018
  41. 41.
    Christensen, C.M.: Customers Don’t Simply Buy Products – They Hire Them. https://www.forbes.com/sites/hbsworkingknowledge/2016/10/04/clayton-christensen-customers-dont-simply-buy-products-they-hire-them/2/#76d106b058eb. Accessed 13 Jan 2018

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.MarkenFactory GmbHFrankfurt am MainGermany

Personalised recommendations