1.1 Knowledge clip Customer experience management

Question 1

pine and gilmore: for a good customer experience management, we need to

Answer 1

differientiate

Question 2

pine and gilmore: the progression of economic value: 4 stages

Answer 2

extract commodities: undifferientiated, market price
make goods:
deliver services
stage experiences: differentiatied, premium price

Question 3

So what is customer experience (holmer 2017):

Answer 3

The evolvement of a person’s sensorial, affective, cognitive, relational, and behavioral responses to a firm or brand by living through a journey of touchpoints along pre-purchase, purchase, and post-purchase situations and continually judging this journey against response thresholds of co-occurring experiences in a person’s related environment.

Question 4

focus CEM not on satisfaction but on

Answer 4

full sensorial response

Question 5

focus CEM not on product offering but on

Answer 5

customer journey

Question 6

focus CEM noton rivalry but on

Answer 6

alliances with competitiors

Question 7

Customer journey 3 stages

Answer 7

pre-purchase, purchase and postpurchase

Question 8

Customer journey 5 customer stages

Answer 8

Awareness  interest  intent to buy  purchase procuct  post purchase experience

Question 9

3 tiers of customer experience management and their touchpoints

Answer 9

-Central firm capabilities: Continous renewal of CE’s
o Touchpoint:
* journey design
* prioritization
* journey monitoring
* adaptation
Set strategic directions: Designing CE’s
o Touchpoints’:
* thematic cohesion
* consistency
* context sensitivity
* connectivity
- Cultural Mindset: Focus on CE’s
o Orientation towards:
* experiential responses
* touchpoint journey
* alliances

Question 10

CEM short definition development

Answer 10

Development of network-oriented value propositions

Question 11

Overall customer experience management provides: 2

Answer 11

• Long term outcomes
• Concept is difficult to copy

Question 12

Company ambidexterity

Answer 12

to be able to be both responsive to customers and also very proactive, thinking ahead.

Question 13

Organizational ambidexterity

Answer 13

refers to an organization’s ability to be efficient in its management of today’s business and also adaptable for coping with tomorrow’s changing demand

Question 14

from MO to CEM
customer orientation –>
competitor orientation –>
cross-functional coordination –>
in MO not included —>
exploiative mindset –>

Answer 14

-Experiential response orientation
* Alliance orientation (collaboration!)
* Touchpoint journey orientation (also external!)
Strategic direction (added)
* Ambidexterity (ie. also explorative)

Question 15

2 consistent basic assumptions since the last ‘marketing concept’

Answer 15

Customers (&environment) are starting point for company success
* Differentiation by superior (network) value delivery