Table 5 Customer ecosystem types and CX... | Emerald Publishing

Table 5

Customer ecosystem types and CX drivers

Ecosystem (size and scope)	Role of actors (relevance, proximity)	Key drivers of CX	Example of CX drivers from data
*Individual-driven customer ecosystem*
Small; only few actors present	Individual CX dominates; other actors are less important. All actors are positioned further away from the focal customer	Mood	“A more negative experience with the Sports tracker would occur during a day that I’ve felt a bit down and without any energy Then, it would have felt really hard, and I would not have had this super happy feeling after coming home from the run”
Small; only few actors present		Individual performance	“It was a memorable experience when I got to see the steadily up-going curve of my runs. I was getting better. I would not have understood this as well nor have so concrete evidence of my progress without the Sports Tracker” “Those times when you’ve performed extremely well and you’ve been looking at the pulse and had good interim times, then the activity tracker has also participated in that experience”
*Brand-driven customer ecosystem*
Ranges from small to large; actors vary in number	The CX of the focal provider(s) plays a key role; other actors are less important The focal provider is positioned closely to the focal customer; other actors are more distant	Functional and technical features	“I feel cool when I have a sports track that has a built-in system for altitude changes and real-time GPS” “I’ve heard about some people who don’t like to run with activity trackers, because they feel like they can’t run freely. I’m not at all like that. I’m a technology freak. The more gimmicks, the more fun it is to run”
Ranges from small to large; actors vary in number		Reliability	“If the activity tracker, for some reason, stops tracking during the run, I would joke that this run did, in fact, not happen” ”We actually ran the same route 10 to 15 times under a time period of 6 weeks…the first time I ran with the sports tracker, it showed 6.15/km. And the last time we ran the route, or the fastest lap, I think it was between 5.18 or so. That is over one minute of progress per kilometre, and that is very good, and I was super happy when I had progressed that much, and felt that I could have potential to become a really good runner. And there, the sports tracker also plays an important role, because it measured all this to me, and it also saves all my runs, so I can easily scroll back and check and compare my times”
*Socially driven customer ecosystem*
Large; many actors present.	Multiple social actors drive CX Social actors are positioned closely to the focal customer Providers have a marginalized role	Connection and belonging	“What matters is really the social connections and networks, to see how others have run. I’m motivated to run longer when I see others who have run like 16 km” “I feel like I belong to some sort of community and that makes my experience with the activity tracker positive”
Large; many actors present.		Social status	“When I was doing challenges with my friends, it was also a way of keeping them informed that I’m ahead or that I’m pushing, so also the competition is what really drove it”

Ecosystem(size and scope)	Role of actors(relevance, proximity)	Key drivers of CX	Example of CX drivers from data
Individual-driven customer ecosystem
Small; only few actors present	Individual CX dominates; other actors are less important. All actors are positioned further away from the focal customer	Mood	“A more negative experience with the Sports tracker would occur during a day that I’ve felt a bit down and without any energy Then, it would have felt really hard, and I would not have had this super happy feeling after coming home from the run”
Small; only few actors present		Individual performance	“It was a memorable experience when I got to see the steadily up-going curve of my runs. I was getting better. I would not have understood this as well nor have so concrete evidence of my progress without the Sports Tracker”“Those times when you’ve performed extremely well and you’ve been looking at the pulse and had good interim times, then the activity tracker has also participated in that experience”
Brand-driven customer ecosystem
Ranges from small to large; actors vary in number	The CX of the focal provider(s) plays a key role; other actors are less importantThe focal provider is positioned closely to the focal customer; other actors are more distant	Functional and technical features	“I feel cool when I have a sports track that has a built-in system for altitude changes and real-time GPS”“I’ve heard about some people who don’t like to run with activity trackers, because they feel like they can’t run freely. I’m not at all like that. I’m a technology freak. The more gimmicks, the more fun it is to run”
Ranges from small to large; actors vary in number		Reliability	“If the activity tracker, for some reason, stops tracking during the run, I would joke that this run did, in fact, not happen””We actually ran the same route 10 to 15 times under a time period of 6 weeks…the first time I ran with the sports tracker, it showed 6.15/km. And the last time we ran the route, or the fastest lap, I think it was between 5.18 or so. That is over one minute of progress per kilometre, and that is very good, and I was super happy when I had progressed that much, and felt that I could have potential to become a really good runner. And there, the sports tracker also plays an important role, because it measured all this to me, and it also saves all my runs, so I can easily scroll back and check and compare my times”
Socially driven customer ecosystem
Large; many actors present.	Multiple social actors drive CXSocial actors are positioned closely to the focal customerProviders have a marginalized role	Connection and belonging	“What matters is really the social connections and networks, to see how others have run. I’m motivated to run longer when I see others who have run like 16 km”“I feel like I belong to some sort of community and that makes my experience with the activity tracker positive”
Large; many actors present.		Social status	“When I was doing challenges with my friends, it was also a way of keeping them informed that I’m ahead or that I’m pushing, so also the competition is what really drove it”