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"S.Minocha" <[log in to unmask]>
Reply To:
Wed, 21 Jul 2004 19:51:16 +0100
text/plain (52 lines)
Total Customer Experience with E-Commerce Environments

A customer's experience with an E-Commerce environment extends beyond
the interaction with the Web site, including, delivery of products,
post-sales support, consumption of products and services, and so on. It
is this total experience that influences the customer's perceptions of
value and service quality, and which consequently affects customer

The User Experience Strategy Group of the Open University (OU), UK has
developed an empirically-grounded Service Quality Toolbox (SQT). The
tools of SQT can be applied by different roles (such as market planning,
user experience research, user experience design, user experience
evaluation, etc.) during the Customer-Centred Design process of
E-Commerce development. Businesses can apply SQT to identify the
Customer-Relationship Management (CRM) strategies that can enhance the
service quality and value of the E-Commerce experience of their
customers with the E-Commerce environments.

The User Experience Strategy Group recently conducted an
evaluation-cum-training workshop at the OU to introduce the SQT. The
workshop was attended by both practitioners and academics. The tools of
SQT are now being applied to E-Commerce design and development by
several organisations in the UK. As suggested during the workshop, we
have set up a discussion group on Total Customer Experience on Yahoo
Groups. This discussion forum will provide an excellent opportunity for
practitioners who are working as designers, market planners or usability
evaluators, and academics with consultancy experience in E-Business to
explore the potential of the SQT in three areas of E-Commerce
development: marketing, design, and evaluation. In addition, the forum
will discuss general issues related to Total Customer Experience with
E-Commerce Environments.

It is a private list, so if you wish to participate in the forum, please
email me giving some details about your interest. Also, please contact
me if you would like to know more about SQT. Details of the research
project and a list of recent publications are available at:

Thanks & With Kind Regards,

Dr. Shailey Minocha
Faculty of Maths & Computing
The Open University
Walton Hall
Milton Keynes MK7 6AA, UK
Tel: +44-1908-652056 / 653796 (Secretary)      
Fax: +44-1908-652140