+ All Categories
Home > Documents > chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights...

chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights...

Date post: 15-Jan-2016
Category:

Documents
Upload: jair-walborn
View: 213 times
Download: 0 times
Download Report this document
Share this document with a friend
Popular Tags:
positive customer experience
customer experiencesstage
great customer experience
positive experience
successcustomer experience
site traffic
nature emotional responses
shopping experienceincludes
20
Transcript
Page 1: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Page 2: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

chapter

44

Customer ExperienceCustomer Experience

McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Page 3: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Customer Experience — Today’s Objectives

Objectives will be to:

Introduce and define the concept of customer experience

Explore the seven elements of customer experience

Examine the three stages of the customer-experience hierarchy

Discuss six broad goals in creating desirable customer experience

Explore how the stages of customer experience apply to eBay

Page 4: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

The Elements of Customer Experience

The Stages of Customer-Experience Hierarchy

Broad Goals in Designing Desirable Customer Experience

EBay’s Customer Experience

Conclusion

Chapter 4: Customer Experience

Page 5: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Chapter 4: Customer Experience

The Elements of Customer Experience

The Stages of Customer Experience Hierarchy

Broad Goals in Designing Desirable Customer Experience

EBay’s Customer Experience

Conclusion

Page 6: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Seven Key Elements of Customer Experience1.

2.

3.

4.

5.

6.

7.

A certain level of functionality must exist in order for a site to work; basic standards and expectations must be met

Relates to the individual’s unique perception of the encounter with the firm

More than just the economic transaction - the entire customer encounter experience includes both process and output measures of the shopping experience

Includes a customer’s response to multiple variables, from the tactical layout of the store/site to high-level interpretations of the meaning of the brand

To the extent that it is relevant, assessment of the customer experience needs to incorporate all five senses

Cognitive responses are thoughtful and evaluative in nature; emotional responses tend to capture moods, attitudes and feelings of the customer

Previous, separate experiences can affect a consumer’s reaction to various stimuli during a shopping experience

The Objective Element

The Perception Element

The Encounter Element

The Reactions-to-Stimuli Element

The Sensory Element

The Cognitive and Emotional Element

The Relative Element

Page 7: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Customer Experience vs. Building Brand

Brand Awareness Is the Key to Success

Customer Experience Is the Key to Success

Building brand awareness leads to traffic Investors need to see site traffic and the

likelihood of future profitability

Offering a great customer experience when nobody knows about the site is a waste of resources as long as a baseline functional standard is being met

Focusing on customer experience is the single most profitable thing a business can do

Customers that have a positive experience with the site are more likely to keep coming back and to tell their peers about it

Positive customer experience leads to purchases at commerce sites, exploration at content sites and participation at community sites

Point-Counterpoint

Page 8: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Chapter 4: Customer Experience

The Elements of Customer Experience

The Stages of Customer Experience Hierarchy

Broad Goals in Designing Desirable Customer Experience

EBay’s Customer Experience

Conclusion

Page 9: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Exhibit 4.1: Stages of Customer Experience

If a Firm Gets This Right … This Is What the Customer

Experiences

Stage One: Functionality Design and information architecture

Deep understanding of customer behavior

Platform independence

Efficient transactions

Site is easy to use

Quick downloads

Intuitive navigation

Site reliability

Stage Two: Intimacy Warehousing and mining

Tailoring of pages and offerings

Overlay human interaction

Integrated data

Consistent performance over time

Constant innovation and upgrading (incremental or significant)

Personalization

Increasing trust

Repeated experiences of exceptional value

A sense of “being in the know”

Consistent experiences

Significant benefits relative to other offerings

Stage Three: Evangelism Supports evangelists

Acknowledgment of evangelists Desire to make messages to

the market

Community benefits

Page 10: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Exhibit 4.2: Stages of Customer Experience Over Time

Page 11: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Exhibit 4.3: Seven Deadly Sins of Customer Experience

Page 12: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

The Elements of Customer Experience

The Stages of Customer Experience Hierarchy

Broad Goals in Designing Desirable Customer Experience

EBay’s Customer Experience

Conclusion

Chapter 4: Customer Experience

Page 13: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Broad Goals for Creating a Desirable Customer Experience

1.

2.

3.

4.

5.

6.

Create a Rich Description of the Target Customer

Develop Use-Case Scenarios for Each Target Segment

Effectively Integrate the Online and Offline Experience

Articulate Clear Stages of Desired Experience

Effectively Assess Relative Levels of Hierarchy

Highly Leverage the Evangelists

Page 14: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Exhibit 4.5: Stages of Customer Experience for REI.com

Generic Desired Customer

Experience What REI.com Delivers

Functionality Site is usable

Easy navigation

Quick download

Speedy site

Reliable

Content organized around user needs

Easy-to-find gear and activity information

Multiple views of products and services

Website that rates high on efficiency and fulfillment

No crashes and limited downtime

Intimacy High trust

Consistent experience

Quick, effective communication

High personalization

Exceptional value

Consistent with brand message

Authoritative content and information

Kiosks in store link to online channel

Easy access to customer service, including live online help

E-mail newsletter

Member discounts and rebates

Product returns to store or by mail

Adventure travel service

Evangelism Takes word to the market

Defends the experience

Membership advantages

E-mail option for sharing information

Community message boards

In-store and local events

Page 15: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Chapter 4: Customer Experience

The Elements of Customer Experience

The Stages of Customer Experience Hierarchy

Broad Goals in Designing Desirable Customer Experience

EBay’s Customer Experience

Conclusion

Page 16: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Exhibit 4.6: Steps in Creating Good Customer Experience

Step Benefit to Customer Benefit to Company

Create Rich Description of Target Customers

Company better able to imagine customer motivations

Brings market research to life

Allows shared understanding of customer types

Develop Use-Case Scenarios for Each Target Segment

Company better able to anticipate and meet customer needs and expectations

Site designers put themselves in customers’ shoes, which helps create intuitive navigation and ensures usability

Integrate Online and Offline Experience

Customer experiences consistency across brand and channels

Enhanced overall sales, lessening of perceived channel cannibalization

Articulate Stages of Desired Experience

Customer experiences increased attachment to company, greater loyalty and potential for evangelism

Company able to map desired outcomes to product and site deliverables

Assess Levels of Hierarchy

Customers perceive that they are of value to the company

Company able to consider strategies for moving customers along the experience hierarchy

Leverage the Evangelists

Customer participation in brand and marketing is rewarded by feeling of belonging and community

Company gains insight into product uses and product development; benefits from viral marketing

Monitor and Adjust Major and incremental changes to site diminish barriers to good experience

Online channel’s full potential is leveraged

Page 17: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Exhibit 4.7: Stages of Customer Experience for EBay

Stages Generic Desired Customer Experience for

Auctions What eBay Delivers

Functionality Direct message

Clean layout

Quick browsing, searching, and bidding

Straightforward selling

Good market segmentation (by category, region, special interests

Reliable

Easy-to-locate items

Easy-to-upload information about selling

Fast auction interactions

Easy-to-understand rules and auction interface

No crashes and limited downtime

Very efficient access

Intimacy Effective communication

Consistent experience

Trustworthy customer service

Only the necessary level of personalization

Exceptional value

Consumption for leisure

Channel for selling, especially B2C

Active community members

Assistance in brand building

User constantly knows status of auction

Site is consistent across all areas

Quick, effective personalized e-mail responses

Users make "My eBay" their main interface with the site

Enabling transactions is regarded by eBay community as extremely valuable

Businesses use eBay as a distribution channel

Active users in personal and company’s feedback forums

Feedback Forum becomes emotion driven: “I wonder what people are saying of me”

Evangelism Taking word to the market

Defends the experience

Look down on competitors

Describes eBay as the ultimate experience in terms of great deals and trustworthiness

No need to visit other auction websites for better deals or more variety

Page 18: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Exhibit 4.8: EBay’s Functionality

The Basics EBay’s Score

Usability and ease of navigation

Intuitive interface guides both buying and selling process Logical organizational structure reinforces where you are in the

site at all times

Speed Site is light on graphics, making performance quick on dial-up connections

Item searches are extremely fast

Reliability Site can handle 800,000 transactions per minute Outages, a problem in eBay’s earlier days, have been reduced to

a minimum

Media accessibility EBay Anywhere enables access from any wireless device Security Security keys for payments separate from eBay passwords,

adding extra level of protection

Encryption used on all transactions to ensure safe exchanges

Page 19: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Chapter 4: Customer Experience

The Elements of Customer Experience

The Stages of Customer Experience Hierarchy

Broad Goals in Designing Desirable Customer Experience

EBay’s Customer Experience

Conclusion

Page 20: chapter 4 Customer Experience McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Customer Experience — Conclusion

Customer experience refers to a customer’s perception and interpretation of all the stimuli encountered while interacting with a firm

There are three stages to the customer experience, which are outlined by the customer-experience hierarchy:

Stage One: Experiencing Functionality — “The Site Works Well”

Stage Two: Experiencing Intimacy — “They Understand Me”

Stage Three: Experiencing Evangelism — “I Love to Share the Story”

In the process of designing a desirable customer experience, firms should set six broad goals: 1) create a rich description of the target customer, 2) develop use-case scenarios for each target segment, 3) effectively integrate the online and offline experience, 4) articulate clear stages of desired experience, 5) effectively assess relative levels of hierarchy, and 6) highly leverage the evangelists


Recommended
12-1 McGraw-Hill/Irwin

12-1 McGraw-Hill/Irwin

Documents

© The McGraw-Hill Companies, Inc., 2002 McGraw-Hill/Irwin.

© The McGraw-Hill Companies, Inc., 2002 McGraw-Hill/Irwin.

Documents

4 1 Irwin/McGraw Hill

4 1 Irwin/McGraw Hill

Documents

McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All ...

McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All ...

Documents

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

Documents

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, All Rights Reserved.

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, All Rights Reserved.

Documents

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., ...

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., ...

Documents

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill ...

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill ...

Documents

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Documents

1 2-1 McGraw-Hill/Irwin Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,

1 2-1 McGraw-Hill/Irwin Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,

Documents

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Documents

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

Documents

12-1 McGraw-Hill/Irwin © 2012 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All.

12-1 McGraw-Hill/Irwin © 2012 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All.

Documents

McGraw-Hill/Irwin Copyright © 2004, The McGraw-Hill Companies ...

McGraw-Hill/Irwin Copyright © 2004, The McGraw-Hill Companies ...

Documents

Relevant Costs for Decision Making - NELY BACHSIN BLOG · PDF fileChapter Thirteen . McGraw-Hill/Irwin ... McGraw-Hill/Irwin Copyright © 2008, ... McGraw-Hill/Irwin Copyright © 2008,

Relevant Costs for Decision Making - NELY BACHSIN BLOG · PDF fileChapter Thirteen . McGraw-Hill/Irwin ... McGraw-Hill/Irwin Copyright © 2008, ... McGraw-Hill/Irwin Copyright © 2008,

Documents

Personal Selling © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Personal Selling © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Documents

McGraw-Hill/Irwin ©2008 The McGraw-Hill Companies, All Rights ...

McGraw-Hill/Irwin ©2008 The McGraw-Hill Companies, All Rights ...

Documents

Irwin / McGraw-Hill

Irwin / McGraw-Hill

Documents