L4

Question 1

Narrow managment and market view

Answer 1

Wow experience
	Economic value
	Memorability
	Staging/theatre
        Branding

Question 2

Holistic view

Answer 2

1. Interactional basis (whole journey, touchpoints)
   
   2. Ordinary vs extraordinary character
   3. Multidimension nature (social, emotional, sensorial, physical, cognitive)
   4. Inter/intra subjective (difference between and within persons/countries)
   5. Conetext-specific (individual, social and envionmental level)
   6. Embedded within larger ecosystem (market, partners, law, politics)
2. Event-specific yet dynamic (touchpoint all together decide experience)

Question 3

Different stages of customer experience

Answer 3

Pre-purchase or service (google, website, digital solutions, parking)
Purchase (paying, store)
Post-purchase (transportation, usage, give new life)
c

Question 4

Persona

Answer 4

General
	Physical appearence
	Personality
	Background
	Daily life
Related to company
	Role towards company (buy, consume, preference)
	Purpose of product for persona 
How to use product

Question 5

Usefulness of persona

Answer 5

Give focus to the design of the experience
Start from perspective of customer
Way of communication

Question 6

Customer journey mapping

Answer 6

Experience of every step
Brand promise link
Different journeys across segments
Improve 
Critical points
=>total experience is the important thing

Question 7

How to create customer experience

Answer 7

Decide type of customer
Plot touchpoint
Evaluate experience of touchpoints and critical touchpoints
Look at improvements and what the brand promised