Customer Experience (CX) for Optimizing Human-Centered Design in Education and Training Program Services at BKPSDM Pandeglang Regency
Abstrak
This study aims to explore how the integration of Customer Experience (CX) and Human-Centered Design (HCD) principles can optimize education and training services at BKPSDM Pandeglang Regency. The research adopts a qualitative approach to investigate participant experiences and identify key factors that influence satisfaction, engagement, and service effectiveness. Data were collected from 15 informants through in-depth interviews, document analysis, and observations, followed by thematic analysis to extract key themes. The findings highlight significant challenges in communication, access to facilities, and innovation in learning methodologies, while also showcasing the positive impact of modern teaching techniques and active participant involvement on satisfaction levels. Unique insights reveal that ineffective communication and evaluations perceived as formalities undermine participant trust, despite otherwise satisfactory service delivery. The study underscores the importance of integrating user-centered innovations and responsive communication channels to create services that not only meet procedural standards but also inspire and motivate. This research contributes to theoretical discussions on CX and HCD in public services and offers practical recommendations for developing adaptive, participant-focused programs. Future studies are encouraged to empirically validate the proposed model in broader public service contexts.
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Ball, S. J. (2013). Global education inc.: New policy networks and the neo-liberal imaginary. In Global Education Inc.: New Policy Networks and the Neoliberal Imaginary. https://doi.org/10.4324/9780203803301
Barann, B., Betzing, J. H., Niemann, M., Hoffmeister, B., & Becker, J. (2022). Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail. Electronic Markets, 32(2). https://doi.org/10.1007/s12525-020-00445-0
Bate, P., & Robert, G. (2006). Experience-based design: From redesigning the system around the patient to co-designing services with the patient. In Quality and Safety in Health Care (Vol. 15, Issue 5). https://doi.org/10.1136/qshc.2005.016527
Benn, S., Dunphy, D., & Griffiths, A. (2014). Organizational change for corporate sustainability, Third edition. In Organizational Change for Corporate Sustainability, Third Edition. https://doi.org/10.4324/9781315819181
Bolton, R. N., Gustafsson, A., Tarasi, C. O., & Witell, L. (2022). Designing satisfying service encounters: website versus store touchpoints. Journal of the Academy of Marketing Science, 50(1). https://doi.org/10.1007/s11747-021-00808-9
Buell, R. W., & Otazo, A. (2016). IDEO: Human-Centered Service Design. In Harvard Business Case Collection.
Clarke, B. and. (2019). braun and Clarke thematic analysis. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9).
Creswell, J. W. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches - John W. Creswell, J. David Creswell - Google Books. In SAGE Publications, Inc.
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE Handbook of Qualitative Research-SAGE Publications, Inc (2017). In Synthese (Vol. 195, Issue 5).
Dzulkifli. D., Harlinda Nurdin, N., & Adia Purna, Z. (2023). Unleashing the Power of Capacity Building: Transforming Governance and Policy Implementation in the Digital Era. KnE Social Sciences. https://doi.org/10.18502/kss.v8i17.14121
Ellis, G. D., Freeman, P. A., Jamal, T., & Jiang, J. (2019). A theory of structured experience. Annals of Leisure Research, 22(1). https://doi.org/10.1080/11745398.2017.1312468
Giacomin, J. (2014). What is human centred design? Design Journal, 17(4). https://doi.org/10.2752/175630614X14056185480186
Gkatzidou, V., Giacomin, J., & Skrypchuk, L. (2021). Automotive Human Centred Design Methods. In Automotive Human Centred Design Methods. https://doi.org/10.1515/9783110677515
Hounmenou, C. (2023). Experiences of Faith-Based Organizations as Key Stakeholders in Policy Responses to Human Trafficking. Societies, 13(8). https://doi.org/10.3390/soc13080193
Ieva, M., & Ziliani, C. (2018). The role of customer experience touchpoints in driving loyalty intentions in services. TQM Journal, 30(5). https://doi.org/10.1108/TQM-11-2017-0141
Junginger, S. (2018). Inquiring, Inventing and Integrating: Applying Human-Centered Design to the Challenges of Future Government. JeDEM - EJournal of EDemocracy and Open Government, 10(2). https://doi.org/10.29379/jedem.v10i2.520
Komatsu, T., Salgado, M., Deserti, A., & Rizzo, F. (2021). Policy labs challenges in the public sector: the value of design for more responsive organizations. Policy Design and Practice, 4(2). https://doi.org/10.1080/25741292.2021.1917173
Lim, D. H., & Lee, D. W. (2021). Non-face-to-face public services and perceptions of public organizations. Sustainability (Switzerland), 13(21). https://doi.org/10.3390/su132112185
Marreiros, S. I., Romana, F. A., & Lopes, A. A. (2023). The Impact of Organizational Culture in the Public Management Leadership Style. American Journal of Industrial and Business Management, 13(05). https://doi.org/10.4236/ajibm.2023.135020
Micheaux, A., & Bosio, B. (2019). Customer Journey Mapping as a New Way to Teach Data-Driven Marketing as a Service. Journal of Marketing Education, 41(2). https://doi.org/10.1177/0273475318812551
Osborne, S. P., Radnor, Z., & Nasi, G. (2013). A New Theory for Public Service Management? Toward a (Public) Service-Dominant Approach. American Review of Public Administration, 43(2). https://doi.org/10.1177/0275074012466935
Ozmen Garibay, O., Winslow, B., Andolina, S., Antona, M., Bodenschatz, A., Coursaris, C., Falco, G., Fiore, S. M., Garibay, I., Grieman, K., Havens, J. C., Jirotka, M., Kacorri, H., Karwowski, W., Kider, J., Konstan, J., Koon, S., Lopez-Gonzalez, M., Maifeld-Carucci, I., … Xu, W. (2023). Six Human-Centered Artificial Intelligence Grand Challenges. International Journal of Human-Computer Interaction, 39(3). https://doi.org/10.1080/10447318.2022.2153320
Patton, M. Q. (2015). Qualitative research and evaluation methods: Theory and practice; Fourth Edition. SAGE Publications, Inc.
Phillip Dyrberg. (2019). Double diamond: A design process model. Http://Wiki.Doing-Projects.Org/Index.Php/Double_diamond:_A_design_process_model, 1(1).
Rika, H., Aviv, I., & Weitzfeld, R. (2022). Unleashing the Potentials of Quantum Probability Theory for Customer Experience Analytics. Big Data and Cognitive Computing, 6(4). https://doi.org/10.3390/bdcc6040135
Roth, W. M., & Jornet, A. (2014). Toward a Theory of Experience. Science Education, 98(1). https://doi.org/10.1002/sce.21085
Saeed, S., & Reddick, C. G. (2013). Human-Centered System Design for Electronic Governance. In Human-Centered System Design for Electronic Governance. https://doi.org/10.4018/978-1-4666-3640-8
Saldana, J. (2013). The Coding Manual for Qualitative Researchers (3rd edition). In Qualitative Research in Organizations and Management: An International Journal (Vol. 12, Issue 2).
Shi, C., Pei, Y., Li, D., & Wu, T. (2021). Influencing factors of catering o2o customer experience: an approach integrating big data analytics with grounded theory. Tehnicki Vjesnik, 28(3). https://doi.org/10.17559/TV-20210124041130
Stickdorn, M., Hormess, M. E., Lawrence, A., & Schneider, J. (2018). This is Service Desing Doing: Applying Service Design Thinking in the real world. In O’Reilly Media, Inc.
Suriansha, R. (2023). Pengaruh Customer Experince di Era Digitalisasi Terhadap Retensi Pelanggan pada Industri Retail. Journal of Economics and Business UBS, 12(4). https://doi.org/10.52644/joeb.v12i4.269
Tualaulelei, E., Burke, K., Fanshawe, M., & Cameron, C. (2022). Mapping pedagogical touchpoints: Exploring online student engagement and course design. Active Learning in Higher Education, 23(3). https://doi.org/10.1177/1469787421990847
Wankhade, P., & Murphy, P. (2023). Emergency Services Management: A Research Overview. In Emergency Services Management: A Research Overview. https://doi.org/10.4324/9781003198017
Waqas, M., Hamzah, Z. L. B., & Salleh, N. A. M. (2021). Customer experience: a systematic literature review and consumer culture theory-based conceptualisation. Management Review Quarterly, 71(1). https://doi.org/10.1007/s11301-020-00182-w
. D., Harlinda Nurdin, N., & Adia Purna, Z. (2023). Unleashing the Power of Capacity Building: Transforming Governance and Policy Implementation in the Digital Era. KnE Social Sciences. https://doi.org/10.18502/kss.v8i17.14121
Ball, S. J. (2013). Global education inc.: New policy networks and the neo-liberal imaginary. In Global Education Inc.: New Policy Networks and the Neoliberal Imaginary. https://doi.org/10.4324/9780203803301
Barann, B., Betzing, J. H., Niemann, M., Hoffmeister, B., & Becker, J. (2022). Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail. Electronic Markets, 32(2). https://doi.org/10.1007/s12525-020-00445-0
Bate, P., & Robert, G. (2006). Experience-based design: From redesigning the system around the patient to co-designing services with the patient. In Quality and Safety in Health Care (Vol. 15, Issue 5). https://doi.org/10.1136/qshc.2005.016527
Benn, S., Dunphy, D., & Griffiths, A. (2014). Organizational change for corporate sustainability, Third edition. In Organizational Change for Corporate Sustainability, Third Edition. https://doi.org/10.4324/9781315819181
Bolton, R. N., Gustafsson, A., Tarasi, C. O., & Witell, L. (2022). Designing satisfying service encounters: website versus store touchpoints. Journal of the Academy of Marketing Science, 50(1). https://doi.org/10.1007/s11747-021-00808-9
Buell, R. W., & Otazo, A. (2016). IDEO: Human-Centered Service Design. In Harvard Business Case Collection.
Clarke, B. and. (2019). braun and Clarke thematic analysis. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9).
Creswell, J. W. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches - John W. Creswell, J. David Creswell - Google Books. In SAGE Publications, Inc.
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE Handbook of Qualitative Research-SAGE Publications, Inc (2017). In Synthese (Vol. 195, Issue 5).
Ellis, G. D., Freeman, P. A., Jamal, T., & Jiang, J. (2019). A theory of structured experience. Annals of Leisure Research, 22(1). https://doi.org/10.1080/11745398.2017.1312468
Giacomin, J. (2014). What is human centred design? Design Journal, 17(4). https://doi.org/10.2752/175630614X14056185480186
Gkatzidou, V., Giacomin, J., & Skrypchuk, L. (2021). Automotive Human Centred Design Methods. In Automotive Human Centred Design Methods. https://doi.org/10.1515/9783110677515
Hounmenou, C. (2023). Experiences of Faith-Based Organizations as Key Stakeholders in Policy Responses to Human Trafficking. Societies, 13(8). https://doi.org/10.3390/soc13080193
Ieva, M., & Ziliani, C. (2018). The role of customer experience touchpoints in driving loyalty intentions in services. TQM Journal, 30(5). https://doi.org/10.1108/TQM-11-2017-0141
Junginger, S. (2018). Inquiring, Inventing and Integrating: Applying Human-Centered Design to the Challenges of Future Government. JeDEM - EJournal of EDemocracy and Open Government, 10(2). https://doi.org/10.29379/jedem.v10i2.520
Komatsu, T., Salgado, M., Deserti, A., & Rizzo, F. (2021). Policy labs challenges in the public sector: the value of design for more responsive organizations. Policy Design and Practice, 4(2). https://doi.org/10.1080/25741292.2021.1917173
Lim, D. H., & Lee, D. W. (2021). Non-face-to-face public services and perceptions of public organizations. Sustainability (Switzerland), 13(21). https://doi.org/10.3390/su132112185
Marreiros, S. I., Romana, F. A., & Lopes, A. A. (2023). The Impact of Organizational Culture in the Public Management Leadership Style. American Journal of Industrial and Business Management, 13(05). https://doi.org/10.4236/ajibm.2023.135020
Micheaux, A., & Bosio, B. (2019). Customer Journey Mapping as a New Way to Teach Data-Driven Marketing as a Service. Journal of Marketing Education, 41(2). https://doi.org/10.1177/0273475318812551
Osborne, S. P., Radnor, Z., & Nasi, G. (2013). A New Theory for Public Service Management? Toward a (Public) Service-Dominant Approach. American Review of Public Administration, 43(2). https://doi.org/10.1177/0275074012466935
Ozmen Garibay, O., Winslow, B., Andolina, S., Antona, M., Bodenschatz, A., Coursaris, C., Falco, G., Fiore, S. M., Garibay, I., Grieman, K., Havens, J. C., Jirotka, M., Kacorri, H., Karwowski, W., Kider, J., Konstan, J., Koon, S., Lopez-Gonzalez, M., Maifeld-Carucci, I., … Xu, W. (2023). Six Human-Centered Artificial Intelligence Grand Challenges. International Journal of Human-Computer Interaction, 39(3). https://doi.org/10.1080/10447318.2022.2153320
Patton, M. Q. (2015). Qualitative research and evaluation methods: Theory and practice; Fourth Edition. SAGE Publications, Inc.
Phillip Dyrberg. (2019). Double diamond: A design process model. Http://Wiki.Doing-Projects.Org/Index.Php/Double_diamond:_A_design_process_model, 1(1).
Rika, H., Aviv, I., & Weitzfeld, R. (2022). Unleashing the Potentials of Quantum Probability Theory for Customer Experience Analytics. Big Data and Cognitive Computing, 6(4). https://doi.org/10.3390/bdcc6040135
Roth, W. M., & Jornet, A. (2014). Toward a Theory of Experience. Science Education, 98(1). https://doi.org/10.1002/sce.21085
Saeed, S., & Reddick, C. G. (2013). Human-Centered System Design for Electronic Governance. In Human-Centered System Design for Electronic Governance. https://doi.org/10.4018/978-1-4666-3640-8
Saldana, J. (2013). The Coding Manual for Qualitative Researchers (3rd edition). In Qualitative Research in Organizations and Management: An International Journal (Vol. 12, Issue 2).
Shi, C., Pei, Y., Li, D., & Wu, T. (2021). Influencing factors of catering o2o customer experience: an approach integrating big data analytics with grounded theory. Tehnicki Vjesnik, 28(3). https://doi.org/10.17559/TV-20210124041130
Stickdorn, M., Hormess, M. E., Lawrence, A., & Schneider, J. (2018). This is Service Desing Doing: Applying Service Design Thinking in the real world. In O’Reilly Media, Inc.
Suriansha, R. (2023). Pengaruh Customer Experince di Era Digitalisasi Terhadap Retensi Pelanggan pada Industri Retail. Journal of Economics and Business UBS, 12(4). https://doi.org/10.52644/joeb.v12i4.269
Tualaulelei, E., Burke, K., Fanshawe, M., & Cameron, C. (2022). Mapping pedagogical touchpoints: Exploring online student engagement and course design. Active Learning in Higher Education, 23(3). https://doi.org/10.1177/1469787421990847
Wankhade, P., & Murphy, P. (2023). Emergency Services Management: A Research Overview. In Emergency Services Management: A Research Overview. https://doi.org/10.4324/9781003198017
Waqas, M., Hamzah, Z. L. B., & Salleh, N. A. M. (2021). Customer experience: a systematic literature review and consumer culture theory-based conceptualisation. Management Review Quarterly, 71(1). https://doi.org/10.1007/s11301-020-00182-w
. D., Harlinda Nurdin, N., & Adia Purna, Z. (2023). Unleashing the Power of Capacity Building: Transforming Governance and Policy Implementation in the Digital Era. KnE Social Sciences. https://doi.org/10.18502/kss.v8i17.14121
Ball, S. J. (2013). Global education inc.: New policy networks and the neo-liberal imaginary. In Global Education Inc.: New Policy Networks and the Neoliberal Imaginary. https://doi.org/10.4324/9780203803301
Barann, B., Betzing, J. H., Niemann, M., Hoffmeister, B., & Becker, J. (2022). Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail. Electronic Markets, 32(2). https://doi.org/10.1007/s12525-020-00445-0
Bate, P., & Robert, G. (2006). Experience-based design: From redesigning the system around the patient to co-designing services with the patient. In Quality and Safety in Health Care (Vol. 15, Issue 5). https://doi.org/10.1136/qshc.2005.016527
Benn, S., Dunphy, D., & Griffiths, A. (2014). Organizational change for corporate sustainability, Third edition. In Organizational Change for Corporate Sustainability, Third Edition. https://doi.org/10.4324/9781315819181
Bolton, R. N., Gustafsson, A., Tarasi, C. O., & Witell, L. (2022). Designing satisfying service encounters: website versus store touchpoints. Journal of the Academy of Marketing Science, 50(1). https://doi.org/10.1007/s11747-021-00808-9
Buell, R. W., & Otazo, A. (2016). IDEO: Human-Centered Service Design. In Harvard Business Case Collection.
Clarke, B. and. (2019). braun and Clarke thematic analysis. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9).
Creswell, J. W. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches - John W. Creswell, J. David Creswell - Google Books. In SAGE Publications, Inc.
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE Handbook of Qualitative Research-SAGE Publications, Inc (2017). In Synthese (Vol. 195, Issue 5).
Ellis, G. D., Freeman, P. A., Jamal, T., & Jiang, J. (2019). A theory of structured experience. Annals of Leisure Research, 22(1). https://doi.org/10.1080/11745398.2017.1312468
Giacomin, J. (2014). What is human centred design? Design Journal, 17(4). https://doi.org/10.2752/175630614X14056185480186
Gkatzidou, V., Giacomin, J., & Skrypchuk, L. (2021). Automotive Human Centred Design Methods. In Automotive Human Centred Design Methods. https://doi.org/10.1515/9783110677515
Hounmenou, C. (2023). Experiences of Faith-Based Organizations as Key Stakeholders in Policy Responses to Human Trafficking. Societies, 13(8). https://doi.org/10.3390/soc13080193
Ieva, M., & Ziliani, C. (2018). The role of customer experience touchpoints in driving loyalty intentions in services. TQM Journal, 30(5). https://doi.org/10.1108/TQM-11-2017-0141
Junginger, S. (2018). Inquiring, Inventing and Integrating: Applying Human-Centered Design to the Challenges of Future Government. JeDEM - EJournal of EDemocracy and Open Government, 10(2). https://doi.org/10.29379/jedem.v10i2.520
Komatsu, T., Salgado, M., Deserti, A., & Rizzo, F. (2021). Policy labs challenges in the public sector: the value of design for more responsive organizations. Policy Design and Practice, 4(2). https://doi.org/10.1080/25741292.2021.1917173
Lim, D. H., & Lee, D. W. (2021). Non-face-to-face public services and perceptions of public organizations. Sustainability (Switzerland), 13(21). https://doi.org/10.3390/su132112185
Marreiros, S. I., Romana, F. A., & Lopes, A. A. (2023). The Impact of Organizational Culture in the Public Management Leadership Style. American Journal of Industrial and Business Management, 13(05). https://doi.org/10.4236/ajibm.2023.135020
Micheaux, A., & Bosio, B. (2019). Customer Journey Mapping as a New Way to Teach Data-Driven Marketing as a Service. Journal of Marketing Education, 41(2). https://doi.org/10.1177/0273475318812551
Osborne, S. P., Radnor, Z., & Nasi, G. (2013). A New Theory for Public Service Management? Toward a (Public) Service-Dominant Approach. American Review of Public Administration, 43(2). https://doi.org/10.1177/0275074012466935
Ozmen Garibay, O., Winslow, B., Andolina, S., Antona, M., Bodenschatz, A., Coursaris, C., Falco, G., Fiore, S. M., Garibay, I., Grieman, K., Havens, J. C., Jirotka, M., Kacorri, H., Karwowski, W., Kider, J., Konstan, J., Koon, S., Lopez-Gonzalez, M., Maifeld-Carucci, I., … Xu, W. (2023). Six Human-Centered Artificial Intelligence Grand Challenges. International Journal of Human-Computer Interaction, 39(3). https://doi.org/10.1080/10447318.2022.2153320
Patton, M. Q. (2015). Qualitative research and evaluation methods: Theory and practice; Fourth Edition. SAGE Publications, Inc.
Phillip Dyrberg. (2019). Double diamond: A design process model. Http://Wiki.Doing-Projects.Org/Index.Php/Double_diamond:_A_design_process_model, 1(1).
Rika, H., Aviv, I., & Weitzfeld, R. (2022). Unleashing the Potentials of Quantum Probability Theory for Customer Experience Analytics. Big Data and Cognitive Computing, 6(4). https://doi.org/10.3390/bdcc6040135
Roth, W. M., & Jornet, A. (2014). Toward a Theory of Experience. Science Education, 98(1). https://doi.org/10.1002/sce.21085
Saeed, S., & Reddick, C. G. (2013). Human-Centered System Design for Electronic Governance. In Human-Centered System Design for Electronic Governance. https://doi.org/10.4018/978-1-4666-3640-8
Saldana, J. (2013). The Coding Manual for Qualitative Researchers (3rd edition). In Qualitative Research in Organizations and Management: An International Journal (Vol. 12, Issue 2).
Shi, C., Pei, Y., Li, D., & Wu, T. (2021). Influencing factors of catering o2o customer experience: an approach integrating big data analytics with grounded theory. Tehnicki Vjesnik, 28(3). https://doi.org/10.17559/TV-20210124041130
Stickdorn, M., Hormess, M. E., Lawrence, A., & Schneider, J. (2018). This is Service Desing Doing: Applying Service Design Thinking in the real world. In O’Reilly Media, Inc.
Suriansha, R. (2023). Pengaruh Customer Experince di Era Digitalisasi Terhadap Retensi Pelanggan pada Industri Retail. Journal of Economics and Business UBS, 12(4). https://doi.org/10.52644/joeb.v12i4.269
Tualaulelei, E., Burke, K., Fanshawe, M., & Cameron, C. (2022). Mapping pedagogical touchpoints: Exploring online student engagement and course design. Active Learning in Higher Education, 23(3). https://doi.org/10.1177/1469787421990847
Wankhade, P., & Murphy, P. (2023). Emergency Services Management: A Research Overview. In Emergency Services Management: A Research Overview. https://doi.org/10.4324/9781003198017
Waqas, M., Hamzah, Z. L. B., & Salleh, N. A. M. (2021). Customer experience: a systematic literature review and consumer culture theory-based conceptualisation. Management Review Quarterly, 71(1). https://doi.org/10.1007/s11301-020-00182-w
DOI: https://doi.org/10.24198/jmpp.v8i3.58706
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