Key implications of customer ecosystems for CX
| Customer ecosystem | Implication for customer experience | |
|---|---|---|
| Description | Is self-chosen and customer-centered, including key actors and actor configurations, and emergent within the customer’s lifeworld | The CX has individual and social properties, based on heterogeneity |
| Scope | Has broad contextual frames with physical, virtual and commercial features and structures. The scope is dependent on customer unit level of abstraction (e.g., individual customer versus collective unit) | The CX is formed and emergent within the customer ecosystem, where multiple actors are present, and also outside market-related interactions |
| Actors | Includes human and non-human, as well as single and collective, actors. The relevance of each (non) selected actor is grounded in the customer logic Includes the focal customer, service providers, other customers and other actors, such as co-customers, peers, family, friends and strangers, in the customer’s lifeworld | The CX is driven by actors both within and beyond the service context, ranging from marginal to significant and positive to negative influences |
| Actor constellations | Dynamic configuration can vary in size and relevance. The constellation is grounded in the customer logic | Actors drive the CX in combinations, and actor constellations reveal different drivers of CX |
| Customer ecosystem | Implication for customer experience | |
|---|---|---|
| Is self-chosen and customer-centered, including key actors and actor configurations, and emergent within the customer’s lifeworld | The CX has individual and social properties, based on heterogeneity | |
| Has broad contextual frames with physical, virtual and commercial features and structures. The scope is dependent on customer unit level of abstraction (e.g., individual customer versus collective unit) | The CX is formed and emergent within the customer ecosystem, where multiple actors are present, and also outside market-related interactions | |
| Includes human and non-human, as well as single and collective, actors. The relevance of each (non) selected actor is grounded in the customer logic | The CX is driven by actors both within and beyond the service context, ranging from marginal to significant and positive to negative influences | |
| Dynamic configuration can vary in size and relevance. The constellation is grounded in the customer logic | Actors drive the CX in combinations, and actor constellations reveal different drivers of CX |