yes, you are right that the “emotional perspective” is one approach to look at Customer Experiences and it is indeed the most commonly thought of approach.

Nevertheless I am not satisfied with this perspective, mostly for the following reasons:
- It is not possible to design AN experience, you can only design FOR an experience, therefore it is from my perspective not possible to “deliver emotions” but you have to create products, services and interactions that lead to these emotions.

- What I am refering to in this model is indeed the concept of customer value. Current state of research also includes hedonic and symbolic (besides functional and cost) dimensions of customer value (see the category “customer value” for more). This would cover also emotional aspects.

- When people talk about customer experience management they often refer to the Book “The experience economy” saying that you have to stage experiences and not just deliver products. I don’t fully agree, in my way of thinking it is essential that you focus on the core value of the product or service you are offering, and only then about how you stage and present it.

I am currently working on a white paper about my understanding and the relationship between “customer value” and “customer experiences” which will definitely clarify a lot of things. I hope to finish it end of April 2009, stay tuned for more.

Thanks for stopping by,
Bernhard

Best regards
Gerard
Mahidol University