MARK 404 Customer Experience

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MARK 404Customer Experience

• Week 5 (22 March 2005)
• Rey-Yi Chin
• Rohit Thimaiah

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The Seven-Stage Cycle of Internet Marketing
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Customer Experience

• What is it?
• The interpretation of a users complete encounter
  with the site, from the initial look at the
  homepage through the purchase experience,
  including decisions such as whether to abandon a
  shopping cart.

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Seven Key Elements (www.cuisine.co.nz)

• The Objective Element the basic functionality
• The Perception Element individual
  interpretation of each encounter with a firm
• The Encounter Element process and output
  measures of the shopping experience
• The Reactions-to-Stimuli Element customers
  response to the ambience of the website layout
• The Sensory Element evaluation of customer
  needs and expectation online
• The Cognitive and Emotional Element customers
  logical (thought evaluation) and emotional
  (moods, attitudes, and feelings) reactions
• The Relative Element customers reaction to
  various stimuli during a website visit or a
  purchase

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The Experience Hierarchy

• Stage One Experiencing Functionality
• The Site Works Well
• - Usability and ease of navigation
• - Speed
• - Reliability
• - Security
• - Media accessibility

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The Experience Hierarchy (cont.)

• Stage Two Experiencing Intimacy
• They Understand Me
• - Customization
• - Communication
• - Consistency
• - Trustworthiness
• - Exceptional Value
• - Shift from consumption to leisure activity

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The Experience Hierarchy (cont.)

• Stage Three Experiencing Evangelism
• I love to share the story
• - Taking the word to the market
• - Active community membership
• - The company cares about my opinions
• - Defender of the Experience

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Summary Hierarchy of Customer Experience

• Exhibit 4.1

Stages
If a Firm Gets This Right
This Is What the Customer Experiences
Stage One Functionality
Site is easy to use
Design and information architecture
l

l

Deep understanding of customer needs
Quick downloads
l

l

Platform independence
Intuitive navigation
l

l

Efficient transactions
Site reliability
l

l

Stage Two Intimacy
Warehousing and mining
Personalization
l

l

Tailoring of pages and offerings
Increasing trust
l

l

Overlay human interaction
Repeated experiences of exceptional value
l

l

Integrated data
A sense of being in the know
l

l
Consistent performance over time
Consistent experiences
l


l
Constant innovation and upgrading

Significant benefits relative to other offerings
l

l
(incremental or significant)


Stage Three Evangelism
Support of evangelists Acknowledgment of
evangelists
Desire to take message to the market
l

l

Community benefits
l

l

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Steps in the Process of Creating a Desirable
Customer Experience

• Step One Create a rich description of the target
  customer
• Know who your customers are
• Make all constituents familiar with customer
  attributes
• Marketing research

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Steps in the Process of Creating a Desirable
Customer Experience

• Step Two Develop Use-Case Scenarios for Each
  Target Segment
• Think of scenarios that influence a customer to
  go to the website
• Put yourself in customers shoes

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Steps in the Process of Creating a Desirable
Customer Experience

• Step Three Effectively Integrate the Online and
  Offline Experience
• Online and offline customer experience must be
  integrated (Customer-facing and Back office)
• Incorporate the advantages of both online and
  offline offerings
• Integrating various channels and database
  information to enhance the overall customer
  experience

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Steps in the Process of Creating a Desirable
Customer Experience

• Step Four Articulate Clear Stages of Desired
  Experience
• Identify generic desired customer experience and
  deliver them
• Familiar with three stages of Customer Experience

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Steps in the Process of Creating a Desirable
Customer Experience

• Step Five Effectively Assess Relative Levels of
  Hierarchy
• Categorise customer into one of the three stages
• Use site-usage patterns or survey instruments

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Steps in the Process of Creating a Desirable
Customer Experience

• Step Six Highly Leverage the Evangelists
• Is Evangelists always profitable for the firm?
• - directly indirectly
• Freedom to co-evolve the experience
• Freedom to confront and challenge the firm
• Preferred access to new ideas within the firm
• Trickiness of economic incentives
• Shrines, clubs, museums, and other third places

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Steps in the Process of Creating a Desirable
Customer Experience

• Step Seven Continuously Monitor and Adjust
• It is a must due to changing competition,
  technology, and customer knowledge

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Example www.cuisine.co.nz