Experience Marketing

Sake Jan Velthuis

Evolutie van de marketing

Toename in: • concurrentie • toegevoegde waarde • maatwerk • aantal p's

Experience

Experience occurs when a customer has any sensation or acquires knowledge. It is about creating emotional connections. (Pullman and Gross, 2004)

To enable the customer to connect with the service in a personal, memorable way (Pine & Gillmore, 1999)

It is engagement that builds the emotional connections that promote repeat purchase and positive word of mouth. (Zomerdijk en Voss, 2009)

Experience domeinen

Zomerdijk en VossBijdrage: examines the design of experience-centric services, particularly the design of their context. Methode: The propositions are then investigated empirically by means of 17 case studies. !Conclusie: Strong support was found for the designing of “customer journeys” and “touch points,” for sensory design, and for the designing of a dramatic structure of events

Series of cues• cues form the context in which an experience is created

• mechanics or humanics cues

• orchestrate the cues, that are emitted by products, services, and the environment.

• The combination of cues forms the holistic experience

multitude of events in time and space

Sensory Design

• the physical environment can be designed to evoke particular emotions and responses

• the five senses (sight, sound, smell, taste and touch) are considered crucial to the design of tangible elements

• the senses can be a direct route to customer’s emotions

Stimulating all the senses

Engaging customers

• employees can establish emotional connections with customers

• rapport: enjoyable interactions, based on psychological similarity or genuine interest

• engage in self-revelation, expend emotional energy and connect as individuals

Connecting on a personal, emotional level

Dramatic structure

• arc-like structure of exposition, rising action and denouement or catastrophe to achieve a particular artistic or emotional effect

sequence, progression and duration of events

• people remember remember the trend in the sequence of pain and pleasure and the ending

• posititve peaks contribute to customer satisfaction

Fellow Customers• impact when customers are in close proximity, have to share space or

resources and when waiting is involved

• socialize or bond with other customers can satisfy social needs

• establish a brand community where customers share their ownership or consumption experience

sharing the experience with others

Backstage

• Decoupling the backstage from frontstage is likely to cause coordination problems and may harm the frontstage experience.

• Back-office employees help create the contextual elements

• establishing an internal „supplier-customer"relationship

is also theater

Managerial Implications• the creation of an engaging, compelling and

consistent context is vital to the successful delivery of experience-centric services.

the relative importance of these areas will depend on the nature of the service being delivered

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Opdracht

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Proposities• series of cues

• sensory design

• engaging customers

• dramatic structure

• fellow customers

• backstage