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The Art of Experiences

The Art of Experiences. Key Concepts. Art of Experiences Experiencing Self vs. Remembering Self Hedonic Adaptation Drivers of Happiness Customer Touchpoints. Maslow’s Hierarchy of Need Where Does Happiness Fit?. Drivers of Happiness?. Drivers of Happiness.

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The Art of Experiences

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  1. The Art of Experiences

  2. Key Concepts • Art of Experiences • Experiencing Self vs. Remembering Self • Hedonic Adaptation • Drivers of Happiness • Customer Touchpoints

  3. Maslow’s Hierarchy of NeedWhere Does Happiness Fit?

  4. Drivers of Happiness?

  5. Drivers of Happiness • Positive memories, reminiscing about them • A happy ending to an experience • Relationships – strengthening social bonds • Spending on experiences rather than material objects • Anticipation of buying • Not competing with the Joneses • Many small pleasures vs. one big one

  6. Discussion • How would you modify the orientation experience you had at Vanderbilt to create more happiness? • Incorporate experiencing self and remembering self

  7. A.G. Lafley, • “They want delightful- Shopping - Usage - Service Experiences they look forward to, time after time.”

  8. Discussion • How would you define the Art of Experiences?

  9. Discussion • Why is the customer experience so important today?

  10. TABLE STAKESHead (Rational) Best features Best service Best price ART OF EXPERIENCEHeart (Emotional) They know me They value me They listen to me They share my values The Customer Experience

  11. Negative Consumer Experiences • 47 percent of consumers admit to swearing or shouting • 29 percent have gotten a headache, felt their chest tighten and/or cried

  12. Customer Experiences • Which is a higher competitive barrier? • Rational benefits • Emotional bonds • Why?

  13. Goal Creating a relationship between the brand and the consumer Co-branding with the customer’s personal brand

  14. http://www.youtube.com/watch?v=U2olCKnTVPI

  15. Customer Experience Management • What emotions do customers want to feel as a result of the experience? • What are the meaningful touchpoints for customers? • What relationship should we build with customers?

  16. Discussion • What specifically must companies do to master the art of experience?

  17. Apple Fifth Avenue

  18. Apple Paris

  19. Apple Paris

  20. Apple Shanghai

  21. Apple Shanghai

  22. Lexus

  23. Touchpoints Pre-Purchase Experience Post-Purchase Experience Purchase Experience

  24. Functional Touchpoints (Clues) • Functionality of the specific good or service • Rational thought process • Examples: • Product specifications • Price • Features • Quality

  25. Humanic Touchpoints (Clues) • Clues that emanate from people • Behavior and appearance of service providers • Emotional process • Examples: • Choice of words • Tone of voice • Level of enthusiasm • Body language • Neatness • Dress

  26. Mechanic Touchpoints (Clues) • Clues that emanate from things • Physical things intimately woven into the experience • Sights, sounds, taste, textures, smells • Emotional process

  27. Compare the Experience • Bidz Brand Name Jewelry Auctions • Tiffany & Co.

  28. How has Google mastered the art of experience? Explain.

  29. Photos, Video • What is the role of photos and videos in creating an experience?

  30. Discussion • What are the implications of hedonic adaptation for marketers of goods such as dorm room decorations? • How might these companies overcome consumers’ tendencies toward hedonic adaptation?

  31. Apple iPod Shuffle

  32. iPod Nano • iPod Nano TV

  33. Role Models for Experiences

  34. Lousy Experience Companies

  35. Next Tuesday: Marketing Strategies

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