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Title:
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Reframing story: Customer engagement innovation through a story-driven framework
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Creator:
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Honig, Virginia Gates
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Subject:
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Thesis (M.F.A.) -- Service Design
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Subject:
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Savannah College of Art and Design -- Department of Service Design
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Rights:
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Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
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Abstract:
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"This study explores how story might be leveraged in different ways to increase
customer engagement within a service, particularly those that qualify as small businesses. By
examining key literatures from the fields of Communication, Story, Service Design, and Service
Management and Marketing, the thesis reveals the dynamic nature of communication, the
desire of people to communicate to achieve something of value, and the popularity and power
of story as a sense-making tool. The notable applications of story to increase customer
engagement (and by doing so, decrease gaps) in service are thus uncovered throughout the
secondary and primary research, resulting in a framework that contributes to the toolkits of
both Service Designers and small business owners, by offering them the space for innovation
around how they communicate and relate to their customers."
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Abstract:
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Appendix A includes the first prototype of the author's "Story-Service Kit" ; Appendix B includes the design solution.
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Abstract:
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Keywords: branded content, communication, customer engagement, gamified systems, service design,
story, service marketing and management, small business, transmedia narrative
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Publisher:
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Savannah, Georgia : Savannah College of Art and Design
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Date:
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2017-02
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Format:
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PDF : 204 pages, illustrations (chiefly color), charts
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