The energy sector is facing major changes. The drivers for development include, global climate and environmental problems and world population trends. It is clear, that one actor cannot solve the whole, but without measures in the energy sector, the problem can´t be solved. Companies should consider the growing role of the customer as part of the future energy system when developing and delivering customer experience.

The purpose of the thesis was to create a proposal about customer experience development model for the organization. Another aim was to test how service design can help develop the customer experience of e-service and how customers can be involved in its development. An essential element in creating a customer experience development model was to identify the factors influencing the customer experience of an electric company and their consideration in strategies and management. The information bases examined key areas affecting the formation of customer experience, and sought information on value creation for customers. In the research section, the elements of the model for developing the customer experience of an electric company were studied through case study and service design.

The key observation was that the development of customer experience should always go from the corporate culture and business strategy, objectives and offering. One central operating model for developing a customer experience model may be service design and its various tools. Taking these into action should be based on a business need and a genuine desire to develop the business towards a better customer experience together with the customer.