[ppt]internet marketing chapter 6 lecture slideshome.kelley.iupui.edu/notaylor/m526/chap004.ppt ·...
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Customer ExperienceCustomer Experience
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Customer Experience — Today’s Objectives
Objectives will be to:
Introduce and define the concept of customer experience
Explore the seven elements of customer experience
Examine the three stages of the customer-experience hierarchy
Discuss six broad goals in creating desirable customer experience
Explore how the stages of customer experience apply to eBay
The Elements of Customer Experience
The Stages of Customer-Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
EBay’s Customer Experience
Conclusion
Chapter 4: Customer Experience
Chapter 4: Customer Experience The Elements of Customer Experience
The Stages of Customer Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
EBay’s Customer Experience
Conclusion
Seven Key Elements of Customer Experience1.
2.
3.
4.
5.
6.
7.
A certain level of functionality must exist in order for a site to work; basic standards and expectations must be met
Relates to the individual’s unique perception of the encounter with the firm
More than just the economic transaction - the entire customer encounter experience includes both process and output measures of the shopping experience
Includes a customer’s response to multiple variables, from the tactical layout of the store/site to high-level interpretations of the meaning of the brand
To the extent that it is relevant, assessment of the customer experience needs to incorporate all five senses
Cognitive responses are thoughtful and evaluative in nature; emotional responses tend to capture moods, attitudes and feelings of the customer
Previous, separate experiences can affect a consumer’s reaction to various stimuli during a shopping experience
The Objective Element
The Perception Element
The Encounter Element
The Reactions-to-Stimuli Element
The Sensory Element
The Cognitive and Emotional Element
The Relative Element
Customer Experience vs. Building Brand
Brand Awareness Is the Key to Success
Customer Experience Is the Key to Success
Building brand awareness leads to traffic Investors need to see site traffic and the
likelihood of future profitability Offering a great customer experience
when nobody knows about the site is a waste of resources as long as a baseline functional standard is being met
Focusing on customer experience is the single most profitable thing a business can do
Customers that have a positive experience with the site are more likely to keep coming back and to tell their peers about it
Positive customer experience leads to purchases at commerce sites, exploration at content sites and participation at community sites
Point-Counterpoint
Chapter 4: Customer Experience The Elements of Customer Experience
The Stages of Customer Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
EBay’s Customer Experience
Conclusion
Exhibit 4.1: Stages of Customer Experience
If a Firm Gets This Right … This Is What the Customer Experiences
Stage One: Functionality Design and information architecture
Deep understanding of customer behavior
Platform independence Efficient transactions
Site is easy to use Quick downloads Intuitive navigation Site reliability
Stage Two: Intimacy Warehousing and mining Tailoring of pages and offerings Overlay human interaction Integrated data Consistent performance over
time Constant innovation and
upgrading (incremental or significant)
Personalization Increasing trust Repeated experiences of
exceptional value A sense of “being in the
know” Consistent experiences Significant benefits relative to
other offerings Stage Three: Evangelism Supports evangelists
Acknowledgment of evangelists Desire to make messages to
the market Community benefits
The Elements of Customer Experience
The Stages of Customer Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
EBay’s Customer Experience
Conclusion
Chapter 4: Customer Experience
Broad Goals for Creating a Desirable Customer Experience
1.
2.
3.
4.
5.
6.
Create a Rich Description of the Target Customer
Develop Use-Case Scenarios for Each Target Segment
Effectively Integrate the Online and Offline Experience
Articulate Clear Stages of Desired Experience
Effectively Assess Relative Levels of Hierarchy
Highly Leverage the Evangelists
Exhibit 4.5: Stages of Customer Experience for REI.com
Generic Desired Customer Experience What REI.com Delivers
Functionality Site is usable Easy navigation Quick download Speedy site Reliable
Content organized around user needs Easy-to-find gear and activity information Multiple views of products and services Website that rates high on efficiency and
fulfillment No crashes and limited downtime
Intimacy High trust Consistent experience Quick, effective communication High personalization Exceptional value Consistent with brand message
Authoritative content and information Kiosks in store link to online channel Easy access to customer service, including
live online help E-mail newsletter Member discounts and rebates Product returns to store or by mail Adventure travel service
Evangelism Takes word to the market Defends the experience
Membership advantages E-mail option for sharing information Community message boards In-store and local events
Chapter 4: Customer Experience The Elements of Customer Experience
The Stages of Customer Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
EBay’s Customer Experience
Conclusion
Exhibit 4.6: Steps in Creating Good Customer Experience
Step Benefit to Customer Benefit to Company
Create Rich Description of Target Customers
Company better able to imagine customer motivations
Brings market research to life Allows shared understanding of customer
types Develop Use-Case Scenarios for Each Target Segment
Company better able to anticipate and meet customer needs and expectations
Site designers put themselves in customers’ shoes, which helps create intuitive navigation and ensures usability
Integrate Online and Offline Experience
Customer experiences consistency across brand and channels
Enhanced overall sales, lessening of perceived channel cannibalization
Articulate Stages of Desired Experience
Customer experiences increased attachment to company, greater loyalty and potential for evangelism
Company able to map desired outcomes to product and site deliverables
Assess Levels of Hierarchy
Customers perceive that they are of value to the company
Company able to consider strategies for moving customers along the experience hierarchy
Leverage the Evangelists
Customer participation in brand and marketing is rewarded by feeling of belonging and community
Company gains insight into product uses and product development; benefits from viral marketing
Monitor and Adjust Major and incremental changes to site diminish barriers to good experience
Online channel’s full potential is leveraged
Exhibit 4.7: Stages of Customer Experience for EBay
Stages Generic Desired Customer Experience for Auctions What eBay Delivers
Functionality Direct message Clean layout Quick browsing, searching, and bidding Straightforward selling Good market segmentation (by category,
region, special interests Reliable
Easy-to-locate items Easy-to-upload information about selling Fast auction interactions Easy-to-understand rules and auction interface No crashes and limited downtime Very efficient access
Intimacy Effective communication Consistent experience Trustworthy customer service Only the necessary level of personalization Exceptional value Consumption for leisure Channel for selling, especially B2C Active community members Assistance in brand building
User constantly knows status of auction Site is consistent across all areas Quick, effective personalized e-mail responses Users make "My eBay" their main interface with the site Enabling transactions is regarded by eBay community as
extremely valuable Businesses use eBay as a distribution channel Active users in personal and company’s feedback
forums Feedback Forum becomes emotion driven: “I wonder
what people are saying of me” Evangelism Taking word to the market
Defends the experience Look down on competitors
Describes eBay as the ultimate experience in terms of great deals and trustworthiness
No need to visit other auction websites for better deals or more variety
Exhibit 4.8: EBay’s Functionality
The Basics EBay’s Score
Usability and ease of navigation
Intuitive interface guides both buying and selling process Logical organizational structure reinforces where you are in the
site at all times Speed Site is light on graphics, making performance quick on dial-up
connections Item searches are extremely fast
Reliability Site can handle 800,000 transactions per minute Outages, a problem in eBay’s earlier days, have been reduced to
a minimum Media accessibility EBay Anywhere enables access from any wireless device Security Security keys for payments separate from eBay passwords,
adding extra level of protection Encryption used on all transactions to ensure safe exchanges
Chapter 4: Customer Experience The Elements of Customer Experience
The Stages of Customer Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
EBay’s Customer Experience
Conclusion
Customer Experience — Conclusion
Customer experience refers to a customer’s perception and interpretation of all the stimuli encountered while interacting with a firm
There are three stages to the customer experience, which are outlined by the customer-experience hierarchy:
Stage One: Experiencing Functionality — “The Site Works Well” Stage Two: Experiencing Intimacy — “They Understand Me” Stage Three: Experiencing Evangelism — “I Love to Share the Story”
In the process of designing a desirable customer experience, firms should set six broad goals: 1) create a rich description of the target customer, 2) develop use-case scenarios for each target segment, 3) effectively integrate the online and offline experience, 4) articulate clear stages of desired experience, 5) effectively assess relative levels of hierarchy, and 6) highly leverage the evangelists
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