Value is in the eyes of customers, and business success relies on how customers perceive the value of what a company offers to them. Therefore, seeing value through the eyes of customers and properly design of customer experience journey have become important and grabbed the attention of practitioners and scholars in recent years. Failing to understand customer perception can cause damage and puts the company at risk of retaining a competitive advantage. However, current research has not yet provided a holistic and systematic structure in which experience clues and customer perceived channels are incorporated. Therefore, presented in this paper is a framework, based on the customer experience journey, to underline the role and the connection of experience clues and customer perceived channels on the customer experience journey. The proposed framework is illustrated through a real case study on broadband service for onboarding new customers. The framework is expected to provide practical value to a company and experience designers on improving their offerings to be more effective in order to achieve better customer perceived value.
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