Engineering Ethnographic Encounters to Lead to Better Project Results. Issue 1 (November 2016)

• Record Type: Journal Article
• Authors: DRESNER, JOSHUA
• Is Part Of: Conference proceedings. Issue 1(2016)
• Page Start: 415
• Page End: 426
• Publication Date: 2016-11
• Subjects: Client experience -- Customer experience -- ethnography -- strategy -- automotive; Ethnology -- Congresses; 306.3
• DOI: 10.1111/1559-8918.2016.01101
• Languages: English
• ISSNs: 1559-890X

Abstract

Abstract : This case study highlights the value of taking clients through their own ethnographic encounters during a customer experience project. It demonstrates how taking key project stakeholders on fieldwork builds their empathy with their sales and service channels and end‐customers, and creates a space for reflection and an imperative for action. The case study includes examples from ethnographic encounters and how they led clients to have a new understanding about the customer experience, and take action. It underlines the value of ethnography in business as not just uncovering insights, but as a process stakeholders should be involved in to lead to effective human‐centered strategy and direction for a client organisation.