Towards a Service Delivery Based on Customer eXperience Ontology: Shift from Service to eXperience

Customer eXperience is a blue print of customer requirements. In this era of heightened competition and volatile global economy, delivering services originating from diverse sources, without satisfying thorough customer experience practices may increase customer dissatisfaction, and churn rate. In order to guarantee rich customer experience, the service delivery mechanism should shift towards customer experience centric approach. This shift from service to experience brings customer in the driving seat, whose intentions and needs trigger service delivery. This paper introduces ontological model for customer experience, intended for use in run time environments by policy based management systems, to initiate and enable service delivery based on customer experience. The work presented here can have valuable implications for future studies of customer experience based service delivery approach.