CEM을 활용한 통신서비스 시장의 실버고객 경험분석에 관한 연구

• 영문명: A Study on the Customer Experience Analysis for the Silver Generation in the Communication Service Market using CEM
• 발행기관: 한국산업경영시스템학회
• 저자명: 배재호(Jaeho Bae) 왕지남(Gi-Nam Wang)
• 간행물 정보: 『산업경영시스템학회지』제32권 제2호, 66~75쪽, 전체 10쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2009.06.30

영문 초록

As the population of the silver generation is increasing, the importance and effects of the market for the silver generation are also growing. We segments the categories of the silver generation into six sub-segments using based on the factors like life style, life stage, or performing role from the point of view in communication industry. After segmenting those categories, we observed the experience of each segmented group in detail. Likewise, we executed both FGD (Focused Group Discussion) and participants’ observations together to effectively collect the expressed and/or potential needs. Customer’s experience was collected along the touch points and customer corridors after dividing the customer’s experience world into two groups; communication styles in usual life (life log) and direct contact channels. The effects of delivering an affirmative customer’s experience would be empowered by eliminating negative experiences or complementing affirmative experiences. For this purpose, this paper presents the improvement points for the better customer’s experience based on the observed customer’s experience. This paper presented a sample way of customer-entric approach to design the services or products in the communication industry. In addition to that, the analyzed results of this paper will be useful to find out an effective approach to the market of silver generation.

목차

Abstract

1. 서론

2. 고객 경험 분석을 위한 방법론

3. 실버 고객군의 고객경험 분석 과정

4. 실버 고객군의 경험 분석 결과

5. 결론 및 향후 연구 방향

참고문헌

키워드

CEM(Customer Experience Management) Participant observation Customer Experience Communication Industry Silver Generation