College 1
What is customer experience management?
Customer experience: big promises
“Ninety-three percent of business leaders today say that delivering a relevant and
reliable customer experience is critical to overall business performance”
Why is it important?
- We want to keep our customers, how? Make them happy so they come back
- With a better experience differentiate ourself
- If you can’t make existing customers happy than they are not going to talk
positive about you
Why is experience more important than price and quality. It is part of the experience
(price and product)
Customer experience: big promises, big opportunity
,Big opportunity but also a big challenge
Customer experience: big disillusion?
The customer as the essence of marketing
Customer experience?
‘’What people really desire are not products but satisfying experiences’’ Lawrence
Abbolt (1995)
- It evolved last years into something bigger
Customer experience?
Example BMW
Functional is driving, but it is more than that. It is the experience. Using a product is part
of the experience but there is so much more we need to take into consideration:
- Contact (sales)
- Marketing activities (website)
- If there is something wrong with the product and we need help
- When our brand is seen in context (ads, sponsorships)
- Customer using the product
,So the experience is big and the question is how can you manage it? That is the
challenge! How do we do this? (By simplifying with the models we are going to talk about
now)
CX is created during the customer journey
“Customer experience is a multidimensional construct focusing on a customer’s
cognitive, emotional, behavioral, sensorial, and social responses to a firm’s offerings
during the customer’s entire purchase journey.”
A process model for customer journey and experience
Three phases
1. Before purchase
2. During purchase
3. After purchase
, Different types of touchpoints
For the BMW example:
- Brand-owned e.g.: website
- Partner-owned e.g.: partner car dealer
- Customer-owned e.g.: second hand cars
- Social / external e.g.: WOM
You can indirectly influence the touchpoint you do not own by giving out positive
experiences (free products) or help people reselling their car
Slicing the customer journey
What is customer experience management?
Customer experience: big promises
“Ninety-three percent of business leaders today say that delivering a relevant and
reliable customer experience is critical to overall business performance”
Why is it important?
- We want to keep our customers, how? Make them happy so they come back
- With a better experience differentiate ourself
- If you can’t make existing customers happy than they are not going to talk
positive about you
Why is experience more important than price and quality. It is part of the experience
(price and product)
Customer experience: big promises, big opportunity
,Big opportunity but also a big challenge
Customer experience: big disillusion?
The customer as the essence of marketing
Customer experience?
‘’What people really desire are not products but satisfying experiences’’ Lawrence
Abbolt (1995)
- It evolved last years into something bigger
Customer experience?
Example BMW
Functional is driving, but it is more than that. It is the experience. Using a product is part
of the experience but there is so much more we need to take into consideration:
- Contact (sales)
- Marketing activities (website)
- If there is something wrong with the product and we need help
- When our brand is seen in context (ads, sponsorships)
- Customer using the product
,So the experience is big and the question is how can you manage it? That is the
challenge! How do we do this? (By simplifying with the models we are going to talk about
now)
CX is created during the customer journey
“Customer experience is a multidimensional construct focusing on a customer’s
cognitive, emotional, behavioral, sensorial, and social responses to a firm’s offerings
during the customer’s entire purchase journey.”
A process model for customer journey and experience
Three phases
1. Before purchase
2. During purchase
3. After purchase
, Different types of touchpoints
For the BMW example:
- Brand-owned e.g.: website
- Partner-owned e.g.: partner car dealer
- Customer-owned e.g.: second hand cars
- Social / external e.g.: WOM
You can indirectly influence the touchpoint you do not own by giving out positive
experiences (free products) or help people reselling their car
Slicing the customer journey
