Reflect upon how you could improve the work of your business/organization regarding customer satisfaction/experience with the help of the concepts or models highlighted in module 5.

If we reflect back on the situation with the bus card system for the city where I live, I would be able to make a lot of difference I believe. However, there is always a matter of cost and benefits when making changes. But in this reflection below I will focus on the concepts of module 5 and see what is possible to do to improve this situation.

First of all, I believe that some updates has to be done in order to make the process a bit more modern, as the first video on the KAU website is talking about. In order to be able to read about the process to buy a monthly ticket online would benefit for a lot of people,  and also increase the searching/identifying resources that is needed (which is brought up in the video Customer experiences of resource integration: Reframing servicescapes at KAU website). This will enable an easier script (the way the process is carried out, the steps included), since people will know beforehand that they need to bring a photo and a document with their personal information in order to make a bus card. This will cut the steps of going to the store and then get the information that a photo is needed, and then have to go back again. Already here, I believe that the customer experience and satisfaction will get higher.

Also, the fact that the experience room is in randomly selected tobacco shops does not make the situation any better, instead it is difficult to know which one to go to and usually (my experience), not many people there speak English which means that all the customers need to speak Spanish, which limit the service to a big extent.

If the service would be located in a specific place, like in the bus terminal or at the tourist office for example, it will probably increase the accessibility because then these facilities are responsible for marketing/information about their bus card (and not the small tobacco shops that does not have a lot of power/money/resources to process this marketing/informative platforms).

To conclude, improving information about this card and the experience room (location) of the shops would increase the intuition, sense making and the using phase and since these phases have a big effect of customer interaction and experience (as described in the video ”Customer experiences of resource integration: Reframing servicescapes” at KAU website), I believe this will increase customer satisfaction.

Identify a situation of interaction between customer and servicescape, which is NOT from your organization.

I will relate the concepts to McDonald’s way of working with their servicescapes (showing what is in their menu and paying process).

In one of the videos (the first one – ”physical evidence and servicescapes”), they are talking about the message to the customer and the importance that it sends the wanted message with efficiency and easiness to understand and to perceive it. Also, it is needed to be updated and modern in the way of presenting a product and using the servicescapes.

For example: The change from actual/physical menus on paper to digital screens presenting the menus. This is a way of using the servicescapes in order to obtain good customer experience, in the way of making it more up to date.

Positive effects: modern, fun, lot of colours, nice pictures, updated, easy to understand.
Negative: pictures change fast, too much movement for some people, not easy for older people.

Another thing with McDonalds is that you can order from a self-service counter. You can choose if you want to have service face-to-face or order yourself. In this example they have not changed anything (like in the example with the menus) but instead added something that makes the servicescape bigger and more adaptable to different customers with different needs, according to what they prefer.

Reflect upon one or two videos presented at the webpage and reflect on how the presented concepts relate to an organisation.

First I want to reflect upon the third video (Customer experiences of resource integration: Reframing servicescapes). The three steps of resource integration is:

1. Identifying (searching for resources, for example bus stops and time table)
2. Sense making (giving meaning and understand the resources like maps, time table etc)
3. Using (using resources to find your way to your goal)

I believe these three guidelines or steps when interacting with a service/product is really important and beneficial to pay attention to. If you know the different steps and what customers might do during the different steps, you can design an interaction/product/service that is intuitive, meaningful and easy to use, and thereby gain a lot of pleased customers.

Since I am not working in an organization right now I will reflect upon this from another point of view, namely the resource integration through these three steps that I previously mentioned for the bus system of a city where I live in Spain.

I wanted to buy a monthly ticket for the bus. I first had to physically go to a small tobacco shop (there is no way you can buy it online or even at the regular counter at the bus terminal in the city).  I asked for a ticket and got the answer that I needed to bring a photo in order to put on the monthly card. I had to go get a passport photo printed in one of the photo stores/booths. When returning I had to leave my photo and wait approx. 2 weeks until the card was ready, then I could return to pay and get my card.

However, this process is not intuitive at all, there is not much of information to be found, therefore you cannot really use the operands like webpage, maps, info sheets (that is being brought up in the video Resource integration by Maria Åkesson). Instead you need to use the operants like service personnel in the shop or your friends. When you try to make sense out of this situation it is not easy since you can come up with so many alternative ways of doing this process, more easily and user friendly. Once you start going in to the user phase (when you have delivered the photo and all your personal information), you have to wait for 2 weeks. That is 2 weeks of paying a lot extra on the bus (compared to a monthly card), and also 2 weeks where you are asked to check with them some times if the card is ready. The card could be ready within 3 days to 2 weeks, that is a big difference and an uncertainty for the customer.

Over all, this is not a well-functioning servicescapes and interaction with the customer, which gives bad customer experience.

Expectations of module 5 and in what way it will be of benefit to you

In precious modules, the focus has been more about the psychological aspects of customer experience. Now it is time to learn more about Customer’s experience rooms. This would be explained by the physical room, and therefore the physical aspect, of customer experience.

I expect the module to be a bit more precise and tangible, in one way since it is more about the physical, actual environment. On the other hand, I also think that it has to deal with the complex interaction and link between physical environment/room and the psychological effect it has on customers.

Concepts like resource integration and the active role of customers within services capes are being brought up in this module. And for now it is a bit difficult for me to reflect upon this and my expectations because I know too little. Therefore, my expectations will be to learn more about these concepts and in that way understand customer’s experience  rooms.

I believe this module is as important as the other ones, and will benefit in the way that it will be an eye-opener about how important this field of customer experience is. I hope this module will give me understanding about the concepts and theories in order to later be able to use them in business and know that this is an important aspect of business.


Reflect upon how you could improve the work of your business/organization regarding customer satisfaction/experience with the help of the concepts or models highlighted in module 4.

I believe that you need to practice the interaction between people. Do studies of people and try to find a general praxis, but also a way of being prepared to different situations. I believe practice is key, the more customers you meet, the better you become in meeting them and their needs.

As Robert Sahlberg was talking about in the video of ”Needs in public transportation” ( , it is important to know that spreading positive words about a business or a product from one person to another, is be the best marketing a product/service can get. Therefore, it is important to treat all customers the same, in a respectful and helping way, the customer is always right.

As I  have been working within the automotive industry, I believe the car producers can be better to be out there in show rooms, car retailers, fairs etc, in order to be seen and in order to meet the customers. It is getting quite big with online shopping even when it comes to cars, but some people still want to have a personal contact. It is important to be professional and to listen to the customer. I believe listening to the customer, let the customer talk as much as he/she wants,  is key to building up a relationship between seller/buyer and also to find the small personal things to focus on that will seal the deal. For example, if the customer is a mother of two kids, the main topic to focus on should be the safety of the kids since that is the most precious thing for the mother. The same regarding if someone values their pets, a lot of friends, or wanting to be alone in the car etc. etc. This could be the things to pick up in a conversation – when letting the customer talk and feel comfortable with you – that will make you sell the car.

I believe in being personal and selling not only a product as a car, but a experience and I also like the concept of dramatization that Per Echeverri talked about (, since this gives an extra touch to the experience in the service encounters. Find something personal and special that suits you and try it first on a fictive customer in order to test the strategy. Practice, practice, practice.

What is up next for me to think about would be the experience for the customer in an online service encounter, like buying a car online. This would be needed to be simple, easy to use (as Robert Sahlberg is talking about here –, but also well-designed with appropriate colours, texts and pictures. It is good if it has a unitary layout as other platforms for the brand so it will be well-known and recognised by the customers. What I believe has been a success for the car company Volvo is the ”build your own car” concept that is available on the website. It is easy and fun and you know what you get and how much it will cost directly when your at the website.

Sorry for long post… and go you! who still reads 🙂

Identify a situation of interaction between staff and customer. Apply the relevant concepts or models from Module 4.

Since I am a student in Spain (and currently not working within an organization), I will take this opportunity to talk about the interaction between staff and customers here at a restaurant in Spain where I live. I will connect this to the value co-creation and value co-destruction model which is brought up by Per Echeverri at KAU uni ( ), and also some regarding non-verbal communication model (

Here in Spain, the personal space (which is a way of non-verbal communication) is different from in Sweden. People stand much closer when they speak and when they interact. Therefore, I believe that the whole concept of value creation will be a bit different, it works the same way but it is just executed in a different way depending on culture and country.

In for example a restaurant, the waiter could be physically closer to you when you enter the restaurant and they greet you than they would be in Sweden, since their personal space is smaller than for example me. They use a lot of gestures, which enhances the feelings of for example excitement or anger. They start to show the menu and ”talk” a lot with their gesture, since Spanish is not my first language this is really helpful sometimes when communicating.

Also, in the restaurant, I saw other people complaining about something with the food, but the service provider treated it professionally, since the restaurant was full and they probably wanted to look good, and helped the couple with their issue in a discrete way.

Everything was well-informed, like for example when they let us know that the food would take 20 min to prepare, and they updated us every 5 min until the food arrived on expected time. There was a co-value that was created once we were sitting down in the restaurant due to expectations, response to the expectations and the performance. But in a way, I got a bit uncomfortable with the waiter standing close to me in the beginning of the service, which meant that some co-destruction of the greeting phase was created from my side.

However, the dinner and the procedures, understandings and engagements that later on were taken in place made the experience a pleasant one in the end (a value co-recoverer).


Reflect upon one video presented on the webpage(KAU) and reflect on the concepts

I am very interested in body language and how you are able to emphasis what you say with how you look, move and do with your body. Because of this, I got interested mostly in the ”nonverbal communication” video.

There are different ”Modes of communication”: Gestures (arms and hands, movement), Posture (position of body), Touching behaviour, Facial expression, Eye behaviour, Vocal behaviour (intonation, sounds). The non-verbal communication has a wide spectra from small modalities (like vocality and gesture) to big modalities (posture and spatiality).

I believe this is a very interesting and powerful part of communication. Depending on how you want to be perceived, you should use different modes of communication. For example, to be powerful and seen as an authority you should have a strong posture and stand straight with not much movement, just to enhance something you say. To be inspiring, you would be open to the public and use your arms and your gesture as a strength. Also, touching behaviour is interesting, because for some it can feel friendly and familiar but for others it gets too personal and close. Therefore, sometimes you have to change your non-verbal communication depending on the person you talk to.

I believe that getting the non-vernal communication right could be really successful for salesmen and companies, this is because of the 3 functions of non-verbal communication:
1. It adds information to words
2. Gives the conversation a new direction
3. Reinforces a specific communicative content