Experiential world
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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 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")
- Two types of customers:
- 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
- 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.
- 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.
- You need to survey the experiences offered by three generic types of competitors: