Samenvatting

As businesses shift their attention from marketing to customer experience, ABB has created a customer experience centre at their Stonehouse facility. Covering the customer needs and integration into the sales process were lost along the rapid development of the centre. Through interviews with visitors and sales and service staff, a detailed view was created about the customer journey and customer needs. Research showed that there is a place in the customer journey and commercial processes for the CEC, despite the lack of integration. Additionally, the customer needs have not been completely covered either: four needs emerged from the data: interactivity, information, usability, and aesthetics. Some of these needs were still missing in essential parts of the CEC. Some of these needs were still missing in essential parts of the CEC. Based on the previous findings, recommendations were made about reintegrating the CEC into the customer journey, and implementing improvements for uncovered needs.