The Art of Experiences

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

Key Concepts

Maslow’s Hierarchy of Need

Where Does Happiness Fit?

Drivers of Happiness?

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

Discussion

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

remembering self

A.G. Lafley,

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

Discussion

• How would you define the Art of Experiences?

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Discussion

• Why is the customer experience so important today?

The Customer Experience

• 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

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

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Customer Experiences

• Which is a higher competitive barrier?• Rational benefits• Emotional bonds

• Why?

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Goal

Creating a relationship between the brand and the consumer

Co-branding with the customer’s personal brand

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

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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?

Discussion

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

Apple Fifth Avenue

Apple Paris

Apple Paris

Apple Shanghai

Apple Shanghai

Lexus

Pre-Purchase Experience

Purchase Experience

Post-Purchase Experience

Touchpoints

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Functional Touchpoints (Clues)

• Functionality of the specific good or service

• Rational thought process

• Examples:• Product specifications• Price• Features• Quality

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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

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Mechanic Touchpoints (Clues)

• Clues that emanate from things

• Physical things intimately woven into the experience• Sights, sounds, taste, textures, smells

• Emotional process

Compare the Experience

• Bidz Brand Name Jewelry Auctions

• Tiffany & Co.

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

Photos, Video

• What is the role of photos and videos in creating an experience?

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?

Apple iPod Shuffle

iPod Nano

• iPod Nano TV

Role Models for Experiences

Lousy Experience Companies

Next Tuesday: Marketing Strategies