Customer transformation in services: How Services Can Truly Change Customers’ Lives

What is it about?

This article addresses the concept of customer transformation within service industries, a topic that has been largely overlooked in existing service research. It aims to conceptualize customer transformation and proposes a research agenda to encourage further exploration in this area. Drawing from literature in psychology, sociology, education, and anthropology, the article defines customer transformation as a significant, enduring change in a customer's identity or worldview, distinguishing it from minor changes or transient experiences. The author emphasizes that businesses cannot guarantee such transformations and must navigate challenges like customer resistance and the tension between transformational aspirations and immediate needs.

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Why is it important?

This article enables businesses to create lasting value that goes far beyond transactional exchanges. By facilitating profound changes in customers’ identities, values, or behaviours, companies foster deeper engagement, loyalty, and advocacy. In an increasingly competitive and experience-driven market, offering transformational services differentiates a business, meeting the evolving expectations of consumers who seek meaning, personal growth, and authentic experiences. Moreover, focusing on transformation encourages innovation in service design, long-term customer relationships, and sustainable growth, while bridging insights from psychology, education, and sociology with practical business strategy. In essence, customer transformation shifts the role of services from merely fulfilling needs to shaping lives.