Experiential platform
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Customer experience management involves five steps. They are:
- Step 1: Analyzing the experiential world of the customer
- Step 2: Building the experiential platform
- Step 3: Designing the brand experience
- Step 4: Structuring the customer interface
- Step 5: Engaging in continuous experiential innovation
The second step, constructing the experiential platform involves positioning and strategic planning. The experiential platform is communicated through verbal and visual imagery associated with the company and its brand. Building it up can be achieved through the following three parts:
- Experiential Positioning
- used to depict what the brand stands for
- insightful and useful multisensory strategy component
- Example: Jamba Juice: a fun, health experience
- Example: Jamba Juice: a fun, health experience
- it should be tangible enough to immediately know what to do with
- Experiential Positioning may need to change entirely under certain circumstances or it just needs to be updated!!!
- (e.g. terrorist attacks of September 11, 2001: after the attack people wanted to live more commmunity focus, truth, authenticity, loyalty, honesty and sincerity)
- used to depict what the brand stands for
- Experiential Value Promise (EVP)
- specifies percisely what the experiential positioning will do for the customer - what kind of experience the customer gets -
- choice of EVP can determine tangible outcomes, such as sales, market share and profitability.
- when specifying the EVP it is useful to think of
- sensory experience (sense)
- affective experience (feel)
- cognitive experience (think)
- physical experience
- behaviours
- lifestyles (act)
- social-identity experiences (relate)
- specifies percisely what the experiential positioning will do for the customer - what kind of experience the customer gets -
- Overall Implementation Theme
- linking the positioning and value promise to actual implementation
- The overall theme is important because it provides the input for the implementation elements and it states the sequence of the elements.
- linking the positioning and value promise to actual implementation
Example: Red Bull
- Experiential Positioning is "Energy in a bottle"
- EVP is "strengthening the heart, accelerating the metabolism, and fighting stress"
- Implementation theme is centered on staying fit for all sorts of social fun activities