overview about GYM bussines and how they maintain their cotymer based on CRM principle

7. Characteristics of Service (cont’)

10. Customer Experience Concepts (cont’)

11. How to Understand Customer
Experience
• Mystery Shopping
Involves the recruitment of paid shoppers to report
on their customer experience with the company
sponsoring the research.
• Experience Mapping
A process that strives to understand, chart and
improve what happens at customer touchpoints.

12. How to Understand Customer
Experience (cont’)
• Process Mapping
Process mapping is a form of blueprinting.
Blueprints are graphical representations of
business processes.
• The customer activity cycle (CAC)
Aims to depict the processes that customers
go through in making and reviewing buying
decisions.

13. How to Understand Customer
Experience (cont’)
• Participant Observation
Companies can develop a better understanding of
customer experience by participating in the
customer experience at various touchpoints.
• Non-participant Observation
In preference to participant observation, other
companies require their senior managers to observe
customer interactions at customer touchpoints.

14. Experiential Marketing
Strategies and Tactics
Managers wanting to improve customer experience will need
answers to a number of questions, such as:
1. What sort of outcomes do our customers want to
experience?
2. What is the current customer experience?
3. What tools and strategies are available to close any gap
between current and desired experience?
4. How can we measure whether we have succeeded?
Will be answered in the next section, study case.

15. Bernd Schmitt identifies a number of experience clues that can be
composed by customer management :
Communications
Visual identity
Product Presence
Co-branding
Spatial environments
Websites & Electronic Media
People

16. Features of CRM software applications that influence
customer experience

18. STUDY CASE

20. Sudah berapa lama menjadi member elite club?
Mengapa memilih elite club?
Bagaimana experience Bapak selama menjadi anggota elite club?
Dengan jumlah uang yang Bapak keluarkan, apakah sesuai dengan apa yang Bapak dapatkan selama menjadi member elite club?
Pernahkah mengikuti event yang diadakan elite club?
Apakah pernah mendapatkan e-mail pemberitahuan dari elite club?
Apakah Bapak merasakan adanya prestise tersendiri menjadi bagian dari elite club?
Apakah Bapak berkeinginan untuk terus melanjutkan keanggotaan di Elite club?
Pernahkah mengalami servis yang kurang memuaskan atau mengecewakan dari karyawan?
Bagaimana dengan alat-alat yang disediakan elite club, apakah ada yang tidak memuaskan?
Dari semua fasilitas yang ada, mana yang paling sering Bapak pakai atau merupakan favorit Bapak?
Apakah Bapak pernah datang ke Elite club untuk melakukan hal lain selain olahraga?