Session 2: Managing Consumer Experience Flashcards
What is consumer behavior?
Processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
Pre-consumption
How consumers decide to purchase (search, pre-planning)
Acquisition and Consumption:
How they acquire and consume
Post Consumption:
How they feel and what they do with the products afterwards (disposal)
What happens during the acquisition and Purchase Stage
- How to pay (payment method)
- For whom do they buy?
- When to buy –> wait for upgrade? Daily vs every week?
Sequential vs simultaneous choice
Hilton Recreation of Consumer Experience through Digital Transformation
- Personalized content and imagery that reflects your upcoming trip
- Choose your room
- Choose any extras
- Digital Key
Who seems to enjoy their stay at the hotel more? Leisure vs non-leisure travelers? Long vs short booking window?
Longer booking window makes leisure travelers more satisfied with their hotel stay but not for non-leisure travelers
What is the main question in the pre-consumption stage?
How to transform the normally boring physical wiat into something fun and anticipatory?
How to manage the physical wait?
A sense of festivity of an enjoyable service experience can begin in the wait line if the wait period is creatively incorporated into the entire service experience.
What is an example of managing the physical wait?
- Universal Studio’s Simpsons Ride – its wait line becomes part of the attraction vs. Ordinary Service Operations Solution (Distraction with music or a TV screen)
- The wait line is designed for guests to watch the preshow clips featuring the simpsons in multiple steps of waiting rooms
Maximizing Anticipation after Reservations or Purchase Decision (pre-consumption) - Viking River Cruise
Send periodical emails – with a link to videos of phrases to be used in different countries along the cruise
Maximizing Anticipation after Reservations or Purchase Decision (pre-consumption) - BMW
Tracking Your BMW Car Crossing the Atlantic
Maximizing Anticipation after Reservations or Purchase Decision (pre-consumption) - Starbucks
The Starbucks Reserve Roastery and Tasting Room
Maximizing Anticipation after Reservations or Purchase Decision (pre-consumption) - Walt Disney Resort
- Days to Go
- Provide amenities (Fast Pass)
- Almost time - flight arrivals
- Remember to bring items
- Welcome Package
- Disney’s Magic Band technology and My Magic Plus
Disney’s Magic Band technology and My Magic Plus
- Reduce critical friction areas such as waiting time and frustration
- Preplan your Disney experience and identify specific times to experience various rides and events in the park
What can be interpreted on the consumption stage?
- By gaining data and insight into how people flow throughout the park, food, employees, and services can be located appropriately, reducing even more friction.” (Lemon and Verhoef (2016)
- Develop new ideas orchestrate new experiences!
Why care about consumers experience?
- Limitations (correct use, discover problems)
2. Opportunities (understanding symbolic relationships, improve offering, expand product line, discover new uses)
Examples of consumer experiences with limitations
- Cascade - Dishwasher detergent tablets came packaged individually in plastic –> A plastic container with a flip-open lid (no individual wrap)
- Johnson’s baby powder removes the shine off your face caused by humidity –> developed a compact holder for the talcum powder, complete with mirror and powder puff
How much do people consume?
- Depends on consumption rate, how much is left
e. g., filling the scoop to the brim or filling it less? Developed individual packets with pre-made dosage
What should occur during post consumption stage?
- Managing consumers’ memory to be favorable
- Managing consumers’ word-of-mouth
- Dealing with buyers’ remorse
- Reselling products or “re-gifting”
- How you recycle products
