Experiential world

Customer experience management involves five steps. They are:

The first step, analysing the experiential world of the customer consists of:

  • Identify Target Customer
    • Two types of customers:
      • individual consumers: goal is that products meet personal needs - affected by design, brand etc. (product as part of their daily life)
      • Business customers: goal is to meet business needs- be able to create new value ("buying is a job")
  • Divide the Experiential World into 4 Layers
    • The broad-based experience associated with the customer's sociocultural context (in consumer markets) or the business context (in B2B markets).
    • The experience provided by the usage or consumption situation of the brand.
    • The experience provided by the product category.
    • The experience provided by the brand.
  • Track Experiences along Touchpoints
    • The key objective of tracking the experience at customer touchpoints is to develop and understanding of how an experience can be enriched for the customer.
      • The touchpoints starts with the need for the product.
      • Information search
      • Information processing
      • Choice
      • Culminates in the purchase
  • Survey the Competitive Landscape
    • You need to survey the experiences offered by three generic types of competitors:
      • Direct competitors: What customer experiences do the competitors provide? How are customers being treated? What can u learn from your competitors?
      • New entrants: What appeals do they use to attract customers? What can u learn from them?
      • Players outside your industry: This is where most of the inspiration comes from. Competitive bench-marking outside the industry can be most rewarding.


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