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Chapter 1b Customer experiences

The document discusses various aspects of marketing, including its definitions, philosophies, and the importance of customer experience. It highlights the evolution of marketing concepts from production to societal marketing and emphasizes the role of experiential marketing in engaging customers emotionally. Additionally, it outlines a six-step strategy to enhance customer experience, addressing the need for understanding customer needs and creating positive interactions at every touchpoint.

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Qadir Shaikh
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4 views19 pages

Chapter 1b Customer experiences

The document discusses various aspects of marketing, including its definitions, philosophies, and the importance of customer experience. It highlights the evolution of marketing concepts from production to societal marketing and emphasizes the role of experiential marketing in engaging customers emotionally. Additionally, it outlines a six-step strategy to enhance customer experience, addressing the need for understanding customer needs and creating positive interactions at every touchpoint.

Uploaded by

Qadir Shaikh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Joys of Marketing

Dr. Faheem Gul Gilal


Assistant Professor of Marketing
Sukkur IBA University

Copyright © 2009 Pearson Education, Inc.


Chapter 2- slide 1
Publishing as Prentice Hall
Topics to be covered

 Marketing

 Marketing Philosophies

 Experiential Marketing

 Importance of Customer Experience

 Causes of Bad Customer Experience

 Ways to Enhance Customer Experience (6 Steps Strategy)


Marketing
Marketing is....
 Meeting customers need profitably. Satisfying customers, How???

 The art and science of:


 Acquiring customers
 Satisfying customers
 Retaining customers

Acquiring customers, How?


Marketing
Marketing is.....
 The art and science of:
 Retaining customers. How ??? Why???
Marketing Philosophies
Marketing Philosophies

Production Product Selling Marketing Societal


concept concept concept concept concept

Traditional Marketing Philosophies :


 Production Concept (1850s-1920s)
 Focus: Generate revenues/profits by producing more in lowest
possible cost.

 Product Concept (1920s-1940s)


 Focus: Generate revenues/profits by producing good quality
products.

 Selling Concept (1940s-1950s)


 Focus: Generate revenues/profits by undertaking a large scale of
selling and promotion effort.
Marketing Philosophies
Marketing Philosophies...
 Marketing Concept (Since late 1950s)
 Focus: Generate revenues/profits by understanding needs and wants of target
markets.

 Societal Marketing Concept (Since late 1990s)


 Focus: Generate revenues/profits by not only understanding needs and wants
but also society’s well-being.

 Holistic Marketing Concept (Since early 2000s)


 Focus: Generate revenues/profits by
Experiential Marketing
Experiential Marketing (After 2009):
 Brakus et al., (2009). Brand experience: what is it? How is it
measured? Does it affect loyalty?. Journal of Marketing

 Experiential marketing sometimes called as


Engagement marketing
Participation marketing
Brand experience
Guerilla marketing
Experiential marketing activations
Live marketing
Pop-up marketing
On-ground marketing
Special event marketing
Experiential marketing events
Experiential Marketing
Experiential Marketing:
 Customer will forget what you said…
 They will forget what you did………...
 But they will never forget how you made
them feel.

 Experiential Marketing is all about


engaging customers at an emotional level.

 It promotes a product by not only


communicating a product’s features &
benefits but also connecting it with unique &
interesting experiences.

Example: Coca-cola Hug Machine


“Share a Coke" campaign
 Empowered consumers to discuss the brand
on social media.

 Customer shared more than 500,000 photos


in 1 year.

 25 million new Facebook followers in same


year.

https://www.youtube.com/watch?v=A45sjUX7mp0
Experiential Marketing
Experiential Marketing
Experiential Marketing
Remainder:
What people really desire are not products but satisfying
experiences

What is customer experience ???


 The interactions a customer has with your brand/business, from awareness
to becoming a happy and loyal customer.

 Every interaction/service exchange leads to a customer experience, regardless of


good or bad.

 How to create a good experience???


 Experiences can be created by inviting customers and encouraging them to
participate in BTL activities of brand.

Example: Coca-cola Small World Machines - Bringing India & Pakistan Together
 https://www.youtube.com/watch?v=ts_4vOUDImE
Importance of Customer Experiences
 Customers now interact with firms through many touch points.
 It is important to create the satisfying experiences on each touch points

That’s why,
 Amazon, Coca cola, and Google, now
have
 Chief customer experience officers,
 Customer experience vice presidents,
 Customer experience managers

JCR: Research suggests that


Causes of Bad Customer Experience
JM: Research suggests that
 76% of consumers will quit a brand due to a bad customer experience.

 1 out of 3 will leave a brand they love after just ONE bad experience.

So what leads to bad customer experience???

Top 7 Reasons are……


Ways to Improve Customer Experiences
Design Customer Experience Strategy (6 Steps)

 Step 1: Create a clear customer experience vision


 Leadership commitment…..
 Each employee from top to bottom should be on same page.
 Dedicate someone to the execute customer experience strategy/plans.

 Step 2: Understand who your customers are


 Segment your customers and create persona.
 Put yourself in customers shoes and see whether you created a VALUE.
The Failure of Easypaisa .
Tried to migrate customers from OTC to Mobile Accounts.
Ways to Improve Customer Experiences
Design Customer Experience Strategy (6 Steps)

 Step 3: Put the basics in place


 Customers are always right….
 Make your 4Ps and branding consistent (e.g., specially POD).
 Dastak Cooking Oil (e.g., Dancing Girls vs. Split The Plate)
 You’ll find “Happiness and Joy” in each and every marketing activities of COKE.

 https://www.youtube.com/watch?v=L8V3kOhfu54 (1999)
 https://www.youtube.com/watch?v=PekSZjdvZFU (2018)
 https://www.youtube.com/watch?v=Rn7co3LQPi4

 Perfect customer service


Train your team to listen to customers.
 Don’t make customers wait.
 Ensure the courtesy and politeness of each employee.
 Be responsive and proactive in solving problems.
 https://www.youtube.com/watch?v=779KwjAYTeQ
Ways to Improve Customer Experiences
Design Customer Experience Strategy….
Step 4: Build an emotional connection with your
customers.
Speak in your customers’ language.
Offer personalized engagements by
Mentioning customer first name during interaction or
Through a personalized “thank you” message

 Don’t forget to surprise customers by


Offering discounts and coupons randomly after purchase or
Offering gifts on special occasions

Example
https://www.youtube.com/watch?v=bUkN7g_bEAI

https://www.youtube.com/watch?v=zIEIvi2MuEk
Ways to Improve Customer Experiences
Design Customer Experience Strategy….
 Step 5: Measure brand experience through customer feedback
 Firms may not improve customer experience if they don’t measure it.
 Implement a system to collect feedback and act on it regularly.
 JM research suggests that 82% firms collect feedback but do not act on it .

 Four Methods for gathering customer feedback


Customer Effort Score
 Asking series of questions to measure how ‘difficult’ or ‘easy’ for your
customers to complete an action.
 How ‘difficult’ or ‘easy’ for you to create a Easypaisa mobile account?
 Where 1 = very difficult to 5 = very easy’
Net Promoter Score (Customer loyalty score)
 How likely are you to recommend PTCL service to a friend/colleague?
 Where 1 = very unlikely and 5 = very likely
Customer Satisfaction Score
 How satisfied are you with the internet speed of PTCL?
 Where 1= very unsatisfied and 5 = very satisfied
Time To Resolution
 Average length of time that customer service team take to resolve an issue.
 It can be measured in hours, days etc. (e.g., the shorter, the better).
Ways to Improve Customer Experiences
Step 6: Design a customer journey
 A customer journey is the complete experience a customer has with an organization
from “awareness” to “advocacy”.
 Design a customer journey
Ways to Improve Customer Experiences
Step 6: Design a customer journey…
 Once you design a customer journey, the next step is to consider the touch
points on each customer journey for creating customer experiences.

 Example:
 https://www.youtube.com/watch?v=hDz46Ht-too
 https://www.youtube.com/watch?v=T9Ikr-OrBFk

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