Marketing Guide

Customer experience management involves five steps. They are:

• Step 1: Analyzing the experiential world of the customer
• Step 2: Building the experiential platform
• Step 3: Designing the brand experience
• Step 4: Structuring the customer interface
• Step 5: Engaging in continuous experiential innovation

The first step, analysing the experiential world of the customer consists of:

• Identify Target Customer
  • Two types of customers:
    • individual consumers: goal is that products meet personal needs - affected by design, brand etc. (product as part of their daily life)
    • Business customers: goal is to meet business needs- be able to create new value ("buying is a job")

• Divide the Experiential World into 4 Layers
  • The broad-based experience associated with the customer's sociocultural context (in consumer markets) or the business context (in B2B markets).
  • The experience provided by the usage or consumption situation of the brand.
  • The experience provided by the product category.
  • The experience provided by the brand.

• Track Experiences along Touchpoints
  • The key objective of tracking the experience at customer touchpoints is to develop and understanding of how an experience can be enriched for the customer.
    • The touchpoints starts with the need for the product.
    • Information search
    • Information processing
    • Choice
    • Culminates in the purchase

• Survey the Competitive Landscape
  • You need to survey the experiences offered by three generic types of competitors:
    • Direct competitors: What customer experiences do the competitors provide? How are customers being treated? What can u learn from your competitors?
    • New entrants: What appeals do they use to attract customers? What can u learn from them?
    • Players outside your industry: This is where most of the inspiration comes from. Competitive bench-marking outside the industry can be most rewarding.

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