Bridging the gap between brand strategy and customer experience

Abstract

Purpose – This paper aims to describe the development and evaluation of a process model to transform brand strategy into service experiences during the front end of new service development (NSD). This is an important yet poorly understood transformation that occurs early in service development projects. The paper also aims to describe the theoretical basis for this transformation, and introduces a process model that has been developed to understand and assist with this. Further, it seeks to describe early evaluation results and reflections upon its use.Design/methodology/approach – A research through design approach using participatory co‐design led to the development of the new process. The development was iterative and carried out together with three service providers. The process model was evaluated using a combination of qualitative methods, including interviews, observation and participatory observation.Findings – This work underlines the importance of aligning the customer experience to the company ...