Customer experiences have for a time now been recognized as the new arena for building competitive advantage, and the role of design in enabling these experiences has been acknowledged. Yet, one topic seems to be elusive in the current discussion about customer experience: What is the experience that the organization wants its customers to have? As it is further explained in the theoretical section of this text, it is proposed that this experience should be a direct expression of the brand, one in which the customer’s, employee’s and organization’s perspective combine to play a role in defining the Brand Experience Proposition.
Mauricy Filho is a Service Design PhD Fellow at the Oslo School of Architecture and Design (AHO) developing a research on the role of brand experience for businesses. He has a M.Sc. in Business from UFPE (Pernambuco Federal University – Brazil) where he developed a research on the role of the elements of the marketing mix in communicating the brand identity; and a B.A. in Design from the same institution. His interest in the business related fields cames from early studies in Economic Science, also at UFPE.
His research aims to develop tools to help corporations understand their brand as customer experience proposition, and communicate these propositions to the New Service Development teams so they can, through design, translate the immaterial brand values into tangible (branded) service experiences.