Managing the customer experience

Question 1

Define Customer Experience

Answer 1

Customer’s SUBJECTIVE RESPONSE to the holistic direct and indirect encounter with the company. (Lemke, Clarke & Wilson, 2010)

Customer experiences are:
     • customer-involving,
     • memorable,
     • emotional
     • perceptions of direct and indirect company contacts from a customer perspective.

Question 2

Define Customer Experience Management

Answer 2

Managing and orchestrating all the emotional and functional “clues” that customers (should) recognize in the holistic direct and indirect encounter.
(Berry, Carbone & Haeckel, 2002; Lemke, Clarke & Wilson, 2010)

Question 3

State the (6) Customer Experience Managements Objectives

Answer 3

1. Creating a positive experience for the customer.
2. Creating consistent customer experiences across all touchpoints.
3. Satisfying individual needs.
4. Surprising and delighting customers.
5. Increase customer loyalty.
6. Creating competitive advantages.
   (Jüttner et al. 2012)

Question 4

State and explain the (6) Customer Experience Dimensions

Answer 4

1. Sensorial Dimension: Aims at stimulating the customer‘s senses
2. Emotional Dimension: “ customer‘s emotions
3. Cognitive Dimension: “ customer‘s brain power
4. Pragmatic Dimension: Aims at CHANGING customer‘s rational behavior
5. Lifestyle Dimension: Aims at supporting the customer‘s lifestyle
6. Relational Dimension: Aims at supporting the customer‘s social relationships

Question 5

What are the steps in the Customer Experience five step design?

Answer 5

1. Customer experience analysis
2. Experience platform development
3. Experience design
4. Touchpoint design
5. Implementing Customer Orientation

Question 6

Explain the first step: Customer Experience analysis

Answer 6

1. Define target segment (slide 100)
   
   • Segmentation based on needs (Entertainment, education, esthetics, escape)
   • Deduction of individual customers‘ roles
2. Experience layers analysis
   
   • Segmentation in three layers (brand experience, service consumption experience, service context experience)
3. Touchpoint evaluation
   
   • Collecting data to improve customer experience
     Need -> Research for options -> Decision -> Approach
     Purchase -> receive -> Usage -> Get serviced
     -> Recommendation

Question 7

Explain the 2nd Step: Experience platform development

Answer 7

Experience positioning -> Experience promise -> Experience motive

Question 8

Explain the 3rd step: Experience design

Answer 8

Experience driver:

• Service
• Tangible environment
• Communication & Co-Branding
• Sensorial & verbal identity

Question 9

Explain the 4. Step: Touchpoint design

Answer 9

Experience drivers:

• Communication between customers
• Digital touchpoint
• Tangible environment
• Frontline employees

Question 10

Explain the 5. Step: Implementing Customer Orientation

Answer 10

• Precondition for a great customer experience are great employee experiences
• Ressource allocation supporting customer orientation and customer experiences
• …internal Marketing