A Customer Experience Mapping Model for Business Case Description of Innovation and Value Co-creation

Abstract

We propose a mapping model for describing transition processes of customer experiences in business innovation cases. Named as System Experience Boundaries Map (SEBM), this mapping model mainly focuses on boundaries that constrain the customer latent experiences. SEBM also represents a customer-side process of business innovation as a resolution of those restrictions. Used with the Managerial Decision-Making Description Model previously presented, SEBM describes value co-creation processes between firms and customers, which involve user innovation in actual business cases. We are going to apply SEBM for log-analysis in business gaming facilitation.