1 - Business Philosophy and Fundamental Concepts

Question 1

History of experience

Answer 1

Experience as an aspect of consumer behavior (1980s-)
Experience as a business concept (1990s-)
Experience as a business practice (2000s-)

Question 2

Experience as an aspect of consumer behavior (1980s-)

Answer 2

experiential aspects of consumption (1982)
extraordinary experience and extended service encounters (1993)
experiental vs. material consumption (2003)

Question 3

experience as a business concept (1990s-)

Answer 3

engineering customer experiences (1994)
experience economy (1998)
experiential marketing (1999)
customer experience management (2003)
clued in: how to keep customers coming back again and again (2004)

Question 4

experience as a business practice (2000s-)

Answer 4

service design
design thinking
UI/UX (user interface/experience)
CX (customer experience)
EX (employee experience)

Question 5

Bernd Schmitt’s book on experience

Answer 5

Marketing Aesthetics
Experiential marketing
Customer experience management
happy customers everywhere (2010) (delighted customers)

Question 6

traditional marketing

Answer 6

functional features and benefits (F&B)
research is viewed as marketing science
focus on purchase
customers are rational decision-makers

Question 7

experiential marketing

Answer 7

customer experience
focus on purchase and consumption
research is about customer insight
customers are rational and emotional

Question 7

experiential marketing

Answer 7

customer experience
focus on purchase and consumption
research is about customer insight
customers are rational and emotional

Question 8

customer satisfaction models

Answer 8

cognitive
focused on products
satisfaction/dissatisfaction (resulting from product performance)
customer expectations
management should understand expectations and analyze gaps to performance

Question 9

customer delight models

Answer 9

emotional
focused on services
delight or outrage (resulting from product or service interactions)
customer needs
management should create surprises and special moments for customers

Question 10

Customer Intelligence Management

Answer 10

Data Cycle:

customer input
customer file
customer output

Question 11

Customer Input: how to collect intelligence

Answer 11

Listen:

• interfacing with customers
• using online and offline platforms

Describe:

• information collection about customers
• research on customers

Contextualize:

• changes in customer environment
• considering existing and new customers

Question 12

Brand personality framework

Answer 12

Brand Personality

• sincerity: down-to-earth, honest, wholesome, cheerful
• excitement: daring, spirited, imaginative, up-to-date
• competence: reliable
• sophistication
• ruggedness