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Summary Chapter 9 "Customer Experience and Service Design"

Source: Dave Chaffey; Tanya Hempfill; David Edmundson-Bird, 2019, Digital Business and E-Commerce Management, 7th Edition.

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Aziz Putra Akbar
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183 views2 pages

Summary Chapter 9 "Customer Experience and Service Design"

Source: Dave Chaffey; Tanya Hempfill; David Edmundson-Bird, 2019, Digital Business and E-Commerce Management, 7th Edition.

Uploaded by

Aziz Putra Akbar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Summary of Chapter 9

“Customer Experience and Service Design”


by: M. Aziz Putra Akbar (425436)

Chapter 9 entitled Customer Experience and Service Design is actually the first of two
chapters discussed in Part 3 “Implementation”. This chapter covers the topic of process
modelling, data modelling, analysis and design for digital technology projects. The aim is to
be able to understand the requirements needed for digital business systems, understanding the
business’ customer experience, and to figure out the elements needed to improve the
interface.
Before creating a system, it is necessary to analyze and design the system. Structured
System and Analysis Design Methodology (SSADM) is one of the most famous methods or
approaches that can be used to process analysis. It regards 3 important aspects: the process
and sub-process, the dependencies between processes and how it links to one another; and the
input and output of the process. Since eventually the chapter will partially focus on what-so-
called ‘process’, therefore there are many terminologies and relevant issues that correlate
with it. For instance, process mapping.
When a process is about to be made, task analysis should be performed. Task analysis
is the activity of understanding different tasks and how it should be broken down into
segments. For example, the tasks can be decomposed into several levels:
1. Level 1 = Business process, then decomposed into
2. Level 2 = Activities, then decomposed into
3. Level 3 = Tasks, and finally
4. Level 4 = Sub-tasks
By doing this, system analysts or users can actually get a better understanding about
the fundamental tasks within the process. Other benefits of doing decomposition is to
improve efficiency, get better process control, improve customer service, increase flexibility,
and improve the business process.
Now, as mentioned earlier, that process is dependent on one another. One process
may affect the other, for example a process may create an output which is an input to another
process. Therefore, it is equally important to manage the workflow. Workflow management
in a B2B business can be classified as administrative workflow (internal tasks like managing
holidays and work shifts) and production workflow. The dependencies or the flow are then
manifested through a chart diagram using symbols like triangle, square, circle, arrow, etc.
The diagram can be crafted into a network diagram, like having various different node
types (and-split, or-split, and-join, or-join, etc.) or actually into an event-driven process chain
model. These activities of crafting the process is what-so-called the process modelling.
One thing that is inalienable, the fact that process requires data. Therefore, data
modelling is also another part being discussed in this chapter. One way to model the data is
by optimizing the use of entity-relationship diagrams (ER diagram) to review the structures
of the database. ER diagrams can be made in three general steps:
1. Identify the entities (or grouping of related data)
2. Identify the attributes for entities (or the characteristics of the data)
3. Identify the relationships between entities
Once process and data modelling has been made, the process of designing and
engineering it can actually be initiated.
Additional information described towards the end of the chapter emphasizes the
design of the business system. It is stated that the client-server model is one of the most
favoured system architectures where the end-user machines (computer, tablet, etc.) run
applications from a server. When actually creating it, there are 4 decisions or tasks that need
to be considered: data storage, query processing, display, and application logic.
Another system architecture is called the three-tier architecture. The first tier regards
the display shown on the end-user interface or the customer, the second tier relates to the
application logic, while the third tier handles the database. In reality, this architecture is very
complex. Different servers are mentioned regarding this architecture like the ERP server,
CRM server, catalogue server, payment commerce server, personalisation server, web server,
and merchant server.
The whole point of this chapter is to help system analysts or system creators to design
and build systems that create the best customer experience through an advanced and user-
friendly interface in order to give a competitive advantage for the business entity. As
described in Figure 9.9, customer experience management comes in different forms like in-
store digital services, desktop website experience, mobile website and app experience, social
media, email and mobile messaging, and customer service interaction, which all of those
require a good system.

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