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Ontology-Driven Development Framework for Customer Experience Management Applications

Customer experience management is the process of managing a customers' entire experience with a product or a service according to the strategy and goals of the company. In earlier work, we proposed a theoretical CEM development framework that relies on a cognitive modeling of the purchasing process and identifies process's steps, influence factors, and the types of interactions between seller and buyer. The CEM framework incorporates a set of generic CEM ontologies and generic CEM algorithm templates that can be instantiated with the specification parameters. In this paper, we propose a CEM scenario specification tool that enables a Customer Experience Designer (CE designer) to specify their purchase scenario, from which we generate data structures and algorithms to implement CEM functionalities by instantiating the framework.