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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
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Maslow’s Hierarchy of Need
Where Does Happiness Fit?
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Drivers of Happiness?
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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
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Discussion
• How would you modify the orientation experience you had at Vanderbilt to create more happiness?• Incorporate experiencing self and
remembering self
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A.G. Lafley,
• “They want delightful- Shopping - Usage - Service Experiences they look forward to, time after time.”
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Discussion
• How would you define the Art of Experiences?
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Discussion
• Why is the customer experience so important today?
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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
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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?
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Discussion
• What specifically must companies do to master the art of experience?
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Apple Fifth Avenue
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Apple Paris
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Apple Paris
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Apple Shanghai
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Apple Shanghai
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Lexus
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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
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Compare the Experience
• Bidz Brand Name Jewelry Auctions
• Tiffany & Co.
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• How has Google mastered the art of experience? Explain.
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Photos, Video
• What is the role of photos and videos in creating an experience?
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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?
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Apple iPod Shuffle
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iPod Nano
• iPod Nano TV
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Role Models for Experiences
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Lousy Experience Companies
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Next Tuesday: Marketing Strategies