Customer experience

1
Customer experience

• Internet Marketing

2
7 facets of customer experience

• Objective experience
• Perceived experience
• Encounter experience
• Reactions to stimuli experience
• Sensory experience
• Cognitive and emotional experience
• Relative experience

3
Stages of customer experience

• Functionality- Works well
• Usability and ease of navigation, Speed,
  Reliability, Media accessibility, security
• Intimacy - They understand Me
• Customization, communication, consistency, trust
• Internalization Its part of me
• Exceptional value, work becomes fun,
  participation in community, co-production
• Evangelism Sharing with others
• Spread the word, defend your experience

4
Customer Relationships

• Communal relationships
• Exchange relationships

5
Involvement

• Depends on
• Product category
• Situation
• why you buy
• Value from lower involvement anonymity
• Customer type interests, values, attitudes

6
Why do firms need relationships?

• Costs of serving existing customers is lower
• Existing customers are willing to pay more
• Reduces price competition by locking in customers

7
Reward Programs and loyalty

• All customers are not same
• Which ones to serve?
• Active versus passive customers
• LTV Life time value

8
Stages of relationship

• Awareness
• Exploration and expansion
• Commitment
• Dissolution
• Churn rate
• Interactivity-Individualization matrix

9
Community

• People
• Conscious choice, critical mass of activity,
  trust
• Processes
• Benefits of scale, non-hierarchical, needs
  moderator
• Culture
• Encourage participation, pride
• Technology
• navigation

10
Types of communities

• Information communities
• Activity driven
• Commonality driven
• Hagel and Armstrongs perspective

11
Value transfer

• User to user
• Administrator to user
• User to Administrator