1 / 11

Customer experience

Customer experience. Internet Marketing. 7 facets of customer experience. Objective experience Perceived experience Encounter experience Reactions to stimuli experience Sensory experience Cognitive and emotional experience Relative experience. Stages of customer experience .

andie
Download Presentation

Customer experience

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Customer experience Internet Marketing

  2. 7 facets of customer experience • Objective experience • Perceived experience • Encounter experience • Reactions to stimuli experience • Sensory experience • Cognitive and emotional experience • Relative experience

  3. Stages of customer experience • Functionality- “Works well” • Usability and ease of navigation, Speed, Reliability, Media accessibility, security • Intimacy - “They understand Me” • Customization, communication, consistency, trust • Internalization – “Its part of me” • Exceptional value,work becomes fun, participation in community, co-production • Evangelism – “Sharing with others” • Spread the word, defend your experience

  4. Customer Relationships • Communal relationships • Exchange relationships

  5. Involvement • Depends on • Product category • Situation • why you buy • Value from lower involvement – anonymity • Customer type – interests, values, attitudes

  6. Why do firms need relationships? • Costs of serving existing customers is lower • Existing customers are willing to pay more • Reduces price competition by locking in customers

  7. Reward Programs and loyalty All customers are not same Which ones to serve? Active versus passive customers LTV = Life time value

  8. Stages of relationship • Awareness • Exploration and expansion • Commitment • Dissolution • Churn rate • Interactivity-Individualization matrix

  9. Community • People • Conscious choice, critical mass of activity, trust • Processes • Benefits of scale, non-hierarchical, needs moderator • Culture • Encourage participation, pride • Technology • navigation

  10. Types of communities • Information communities • Activity driven • Commonality driven • Hagel and Armstrong’s perspective

  11. Value transfer • User to user • Administrator to user • User to Administrator

More Related