Apple Card:改变客户使用信用卡的体验

Q2 Social Sciences

Journal of Information Technology Teaching Cases Pub Date : 2022-09-22 DOI:10.1177/20438869221127321

Farah Arkadan

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引用次数: 1

摘要

在竞争激烈的市场中，不同领域的公司越来越多地将客户体验作为一种创造引人注目的客户产品的手段。为了获得客户的同情，并提供真正与客户产生共鸣的东西，公司正在站在客户的角度考虑问题。本案例研究的目的是让学生从客户体验和使用价值的角度来评估Apple Card。此案的焦点是苹果信用卡创新的本质，以及在使用信用卡时客户价值的来源。它为学生提供了一个机会，通过打开客户价值的维度和映射客户旅程中的接触点，从管理的角度来看待服务体验的概念和设计。该案例还为学生提供了一个机会，让他们反思客户体验设计执行的组织挑战。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Apple Card: Transforming the customer experience of using a credit card

Increasingly, companies across diverse fields are focusing on the customer experience as a means to creating compelling customer offerings in highly competitive markets. To gain customer empathy and deliver something that truly resonates with the customer, companies are stepping into the shoes of their customers. The aim of this case study is to allow students to evaluate Apple Card from customer experience and value-in-use perspectives. The case focuses on the nature of Apple’s credit card innovation and sources of customer value when it comes to using a credit card. It provides an opportunity for students to take a management perspective on service experience conception and design by unpacking the dimensions of customer value and mapping the touchpoints in a customer journey. The case also provides an opportunity for students to reflect on organizational challenges of customer experience design execution.

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来源期刊

Journal of Information Technology Teaching Cases Social Sciences-Library and Information Sciences

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The Journal of Information Technology Teaching Cases (JITTC) provides contemporary practical case materials for teaching topics in business and government about uses and effectiveness of technology, the organisation and management of information systems and the impacts and consequences of information technology. JITTC is designed to assist academics, scholars, and teachers in universities and other institutions of executive education, as well as instructors of organizational training courses. Case topics include but are not restricted to: alignment with the organization, innovative uses of technology, emerging technologies, the management of IT, including strategy, business models, change, infrastructure, organization, human resources, sourcing, system development and implementation, communications, technology developments, technology impacts and outcomes, technology futures, national policies and standards.