1. The document discusses customer experience (CX), defining it as the sum of subjective ideas that arise from direct or indirect interactions with a product or service at a conscious or subconscious level. 2. It explains how to map the customer journey and identify touchpoints, pain points, pleasure points, and equity points across the stages a customer passes through. 3. Metrics for measuring CX are presented, including Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and First Contact Resolution Rate. 4. The role of integrated marketing communications in designing consistent experiences across consumption stages is covered.

1. CUSTOMER
EXPERIENCE

2. 1.
What Exactly Is Customer Experience?
2

3. “You’ve got to start with the customer
experience and work back toward the
technology, not the other way around.
(Steve Jobs)

4. Experience
1. Practical contact with and observation of
facts or events.
2. An event or occurrence which leaves an
impression on someone.
3. Encounter or undergo (an event or
occurrence).
4. Feel (an emotion or sensation).
4

5. Experience Process
5

6. Direct Experiences
occur when a customers in
physical contact with the
offering itself. Such as
when a customer goes to
one of the bank’s braches
or banks online, the
customer has direct
experiences.
Experiences Based on Incurrence
Indirect Experiences
Any interactions that are
second-hand or through an
intermediary, such as an
advertisement, are labeled
indirect.
6

7. Experiences based on awareness
▸Conscious
▸Subconscious
▸ The limitations of attention may limit conscious cognition but
don’t totally extinguish subconscious cognition.
▸ The stimuli that the customer is exposed to (even he is not
paying attention) is stored in his subconscious mind
▸ He may not be aware about this.
7

8. Experiences based on their appearence
Random
The company has
no real control over
these experiences.
Accidental
During each visit,
the customer gets
more or less a
similar experience.
Designed
Designed
experiences are
consistent,
differentiated,
intentional and
sustainable.
8

9. Customer Experience Management
Customer Experience Management refers to tracking, designing
and optimizing processes and interactions
that a company provides according to experiential needs of
customers with an aim of generating sustainable business value.
Experiences are the products of the five senses.
Same product or same service can be perceived differently by
different customers or same customer at different times.
Very hard to manage…
9

10. Customer Experience is subjective
▸CX varies from customer to customer,
time to time, culture to culture or context to
context
▸The companies goal is to make this
subjective experience pleasant, memorable
and positive…
10

11. Factors that Effect Experience
▸Demographic
▸Psychological
▸Economic
▸Social
▸Geographical
11

12. Customer Experience
CX is the sum of subjective ideas that
arise as a result of direct or indirect
interaction with a product or service at
conscious or subconscious level.
12

13. Economic Evolution
▸Agrarian Economy
▸Industrial Economy
▸Service Economy
▸Experience Economy
13

14. Evolution of Marketing
14

15. Evolution of Marketing Mix
15

16. Facets of Customer Experience
▸Brand Experience
▸Product Experience
▸Shopping Experience
▸Consumption Experience
▸User Experience
▸Disposal Experience
▸Pricing Experience
16

17. Traditional vs Experiential View
17

18. Hierarchy of Offerings
18

19. 2.
Customer Journey Mapping
19

20. Customer Journey Map
A Customer Journey Map(CJM) is a
powerful tool that provides a visual
representation across all the stages that
customers pass through and records what
they think, do and feel at each interaction
with the brand.
20

21. Customer Decision Process
21

22. Moment of Truths vs Touchpoints
▸Touchpoint refers for every interaction between
customer and the brand along the customer
experience journey.
▸Moment of Truth refers for final decision of the
customer whether to continue the journey or not at
major stage ends of consumption
22

23. Moment of Truths
▸0 - Social Discorevy
▸1 - Purchase
▸2 - Consumption
▸3 - Sharing
23

24. Pain Points, Pleasure Points, Equity Points
▸Pain Point refers for an interaction spot between
customers and the brand that causes customers to
suffer.
▸Pleasure Point refers for an interaction spot
between customers and the brand that causes
customers to be gratified.
▸Equity Point refers for an equity in comparison
between what customer expects and receives.
24

25. Expected vs Received
25

26. Customer Journey Map
▸Thoughts
▸Feelings
▸Behaviors
▸Touchpoints
▸Customer’s Goals
▸Barriers
▸Opportunities
▸Responsibles
26

27. Customer Persona
Persona is the individual representation of an experiential
customer segment.
27
Dimensions of Persona
 Relevant Values
 Involvement
 Borders
 Demographics
 Current Interests
 Goals
 Behaviors
 Experiential Commonalities

30. Outside In Strategy
▸Outside In strategy refers for deliberately adopting
customer as the major driver of the activities of the
company.
30

31. Customer Centricity
▸Customer Centricity refers for the organizational
attitude that places customer to the center of the focus.
▸A Customer Centric Company, emphasizes coordinating
resources in order to deliver the expected value instead of the
delivering the value that is convenient to the company itself.
31

32. 3.
Measuring Customer Experience

33. Voice of the Customer
refers to process that is
administered to capture the
feedback from internal and
external customer, in order
to excel an offering or the
way it is delivered.
Voice of the Customer
VoC Collection Instruments
▸ Surveys
▸ Polls
▸ Social Media Analysis
▸ Online Communities
▸ Mystery Shoppers
▸ Employees
33

34. Net Promoter Score (NPS)
34

35. Net Promoter Score (NPS)
35

36. Customer Satisfaction Score (CSAT)
36

37. Customer Satisfaction Score (CSAT)
37

38. Customer Effort Score (CES)
38

39. Employee Net Promoter Score (eNPS)
39

40. Contact Resolution Rate (CR)
▸Contact Resolution Rate refers for the
ratio that represents customers, whose
complaints are resolved when they contact
with the company.
40

41. First Contact Resolution Rate (FCR)
▸First Contact Resolution refers for the
ratio that represents customers, whose
complaints are resolved within their first
contact with the company.
41

42. 4.
Marketing Communications &
Designing Experiences

43. Integrated Marketing Communications
43

44. Experiential Marketing Communications
▸ Experiential marketing communications (EMC) is an expansion of
experiential marketing strategies, to foster consistent and relevant
messages across consumption stages.
44

45. Customer Decision Funnel
45
▸In the past, a customer would be aware of a set of brands, would
consider a few of them and would choose to buy one.

46. Customer Decision Prisim
▸The Customer Decision Prism is a natural outgrowth of customer
behavior to digital marketing.
46

47. Integrated & Experiential Marketing Communications
47

48. Stages of Experiential Design
48

49. Experiential Offering Development Process
49

50. 5.
Segmentation & Targeting & Positioning
Let’s start with the first set of slides
50

51. What is Segmentation?
Segmentation is the process of dividing a
broad market into economically meaningful
clusters based on some types of shared
characteristics.
51

52. Types of Segmentation
▸Demographic
▸Psychographic
▸Geographic
▸Behavioral
▸Experiential
52

53. What is Experiential Segmentation?
Experiential segmentation refers dividing
market into sub-groups based on
customers’ experiential accumulation that
make them coercively behave in a similar
way.
53

54. Pillars of Experiential Segmentation
▸Value centricity
▸Stage focus
▸Reciprocity
▸Approach and Avoid Perspective
54

55. Traditional & Experiential Segmentation
55

56. Segmentation & Targeting & Positioning
56
▸Once you have determined which values are important to
your target customer Segment, the next step is to go deeper
and explore the associations that your target Segment shares.

57. Traditional & Experiential Positioning
57