Using music notation as a graphic language for designing, prescribing and measuring service experience

Abstract

This paper describes a novel approach in which behavioral science is combined with musical notation, to define, measure and improve service experience. With a service experience considered as a sequence of emotive states, we then show how we can categorize those states by employing Maslow's hierarchy of needs [1]. We suggest a notational language that is similar to music notes, which combines the hierarchy of needs with a timeline needed to describe a service experience. In particular, this language uses the 5 lines on the musical staff to denote the different needs. Thus one can create scores, or music sheets, of a preferred experience in different contexts. Finally, we suggest a roadmap towards "Computer Aided Service Experience Engineering (CASEE)' by proposing a system architecture capable of monitoring particular experiences against their desired 'music', suggesting corrective actions to drive the service experience when it is out of tune. © 2011 IEEE.