طراحی تجربه مشتری custormer experience design
خرداد 1400
استاد:دکتر محمدیان
تهیه کننده:امین شمسایی
درس:مدیریت بازاریابی دانشگاه علامه طباطبایی
تعریف تجربه مشتری
Extract commodities
Make goods
Deliver services
staging experiences
An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event.
total customer experience is a multidimensional construct that involves cognitive, emotional, behavioral, sensorial , and social
what people really desire are not products but satisfying experiences
It is the internal and subjective response customers have to any direct or indirect contact with a company
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اهمیت تجربه مشتری
to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
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customer experience may provide a new means of competition
Satisfaction
delivers customer loyalty
influences expectations
instils confidence
supports the brand
creates emotional bonds
ریشه های تجربه مشتری
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Philip Kotler (1967)
John Howard and JagdishSheth (1969).
Pine and Gilmore (1999)
Customer buying behavior process models
Customer satisfaction and loyalty
Service quality
Relationship marketing
Customer relationship management (CRM)
Customer centricity and customer focus
Customer engagement
مراحل خرید مشتری
“Work Hard. Have Fun. Make History “
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Prepurchase :Traditional marketing literature has characterized prepurchase as behaviors such as need recognition, search, and consideration.
Purchase : It is characterized by behaviors such as choice, ordering, and payment. Although this stage is typically the most temporally compressed of the three stages, it has received a significant amount of attention in the marketing
Postpurchase : This stage includes behaviors such as usage and consumption, postpurchase engagement , and service requests.
Purchase Phases in the Customer Journey
Touch point
Live to ride, ride to live.
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Types of Touch Points in the Customer Journey
brand-owned : These touch points are customer interactions during the experience that are designed and managed by the firm and under the firm’s control.
partner-owned : These touch points are customer interactions during the experience that are jointly designed, managed, or controlled by the firm and one or more of its partners.
customer-owned : These touch points are customer actions that are part of the overall customer experience but that the firm, its partners, or others do not influence or control.
social/external/independent : These touch points recognize the important roles of others in the customer experience
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طراحی سفر مشتری
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Service blueprinting : service blueprinting methodology, which they refer to as a customer focused approach for service innovation and service improvement can provide a solid starting point
Multichannel perspective : it mainly considers channel choice behavior, it offers key insights into analyzing, managing, and influencing the customer journey
Mobile: Mobile device channels interact and may interfere with existing channels. Mobile device channels offer new location-based, time sensitive opportunities to create firm-initiated touch points.
See What’s Next
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اندازه گیری تجربه
There is not yet agreement on robust measurement approaches to evaluate all aspects of customer experience across the customer journey; long-tested approaches, such as SERVQUAL, may offer a good starting point.
Customer satisfaction and NPS(Net Promoter Score) perform equally well in predicting firm performance and customer behavior, although the predictive performance differs between specific contexts.
Customer feedback metrics focusing on a specific domain of the customer experience (e.g., Customer Effort Score) are not strong in predicting future performance.
Multiple customer feedback metrics predict customer behavior better than a single metric.
Measuring Effects of Customer Touch Points
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THINK
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NPS vs CES
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سوال درباره تجربه شما در شرکت ما ؟
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تا چه میزان تجربه خوب یا بد خود با دیگران به اشتراک می گذارند؟
ارتقا تجربه افراد در قسمت های مختلف سفر مشتری
سوال درباره سختی و آسانی فرآیند؟
بسیار آسان – آسان – متوسط – سخت – بسیار سخت
کاهش تلاش و سختی کار برای مشتری
ارتقا خدمات به مشتری
Customer Experience Management
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analyzing the experiential world of the customers
building the experiential platform
designing the brand experience
structuring the customer experience
engaging in continuous innovation
CRM has a stronger value extraction focus, whereas customer experience management emphasizes value creation more strongly.
Schmitt’s frameworkand
Think Different
مدل ده مرحله ای
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Johnston and Xiangyu Kong
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ملاحظات اخلاقی
شناخت کامل انسان
دادن پیشنهادن براساس هیجانات
Walt Disney World Where Dreams Come True
منابع
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Understanding Customer Experience Throughout the Customer Journey Katherine N. Lemon & Peter C. Verhoef
Welcome to the Experience Economy by B. Joseph Pine II and James H. Gilmore From the Magazine (July-August 1998)
The customer experience: a road-map for improvement) Robert Johnston and Xiangyu Kong(
THANK YOU!
امین شمسایی
Phone:
0903692378
Email:
aminshamsai1997@gmail.com
Linkedin:
www.linkedin.com/in/amin-shamsai-3185101ba