1. Lecture 6
Customer Experience

2. Customer Experience Хэрэглэгчийн туршлагын элементүүд
Хэрэглэгчийн туршлагын үе шатууд
Хэрэглэгчийн туршлагатай танилцан зураглал хийх зорилгууд
Ebay-ийн Хэрэглэгчийн туршлага
Дүгнэлт

3. Seven Key Elements of Customer Experience
Элементийн зорилго
A certain level of functionality must exist in order for a site to work; basic standards and expectations must be met 1.
Элементийн ойлголт
Relates to the individual’s unique perception of the encounter with the firm 2.
More than just the economic transaction - the entire customer encounter experience includes both process and output measures of the shopping experience
The Encounter Element 3.
өдөөгч элемент
Includes a customer’s response to multiple variables, from the tactical layout of the store/site to high-level interpretations of the meaning of the brand 4.
To the extent that it is relevant, assessment of the customer experience needs to incorporate all five senses
Мэдрэмжийн Element 5.
Танин мэдэхүйн ба сэтгэл зүйн элемент
Cognitive responses are thoughtful and evaluative in nature; emotional responses tend to capture moods, attitudes and feelings of the customer 6.
Хариу үйлдлийн харьцангуй Элемент
Previous, separate experiences can affect a consumer’s reaction to various stimuli during a shopping experience 7.

4. Customer Experience vs. Building Brand
Point-Counterpoint

5. Customer Experience The Elements of Customer Experience
The Stages of Customer Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
EBay’s Customer Experience
Conclusion

6. Stages of Customer Experience

7. Stages of Customer Experience Over Time

8. Seven Deadly Sins of Customer Experience

9. Customer Experience The Elements of Customer Experience
The Stages of Customer Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
EBay’s Customer Experience
Conclusion

10. Broad Goals for Creating a Desirable Customer Experience
Create a Rich Description of the Target Customer 1.
Develop Use-Case Scenarios for Each Target Segment 2.
Effectively Integrate the Online and Offline Experience 3. 4.
Articulate Clear Stages of Desired Experience
Effectively Assess Relative Levels of Hierarchy 5.
Highly Leverage the Evangelists 6.

11. Stages of Customer Experience for REI.com

12. Customer Experience The Elements of Customer Experience
The Stages of Customer Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
EBay’s Customer Experience
Conclusion

13. Steps in Creating Good Customer Experience

14. Stages of Customer Experience for EBay

15. EBay’s Functionality

16. Customer Experience The Elements of Customer Experience
The Stages of Customer Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
EBay’s Customer Experience
Conclusion

17. Customer Experience — Conclusion
Customer experience refers to a customer’s perception and interpretation of all the stimuli encountered while interacting with a firm
There are three stages to the customer experience, which are outlined by the customer-experience hierarchy:
Stage One: Experiencing Functionality — “The Site Works Well”
Stage Two: Experiencing Intimacy — “They Understand Me”
Stage Three: Experiencing Evangelism — “I Love to Share the Story”
In the process of designing a desirable customer experience, firms should set six broad goals: 1) create a rich description of the target customer, 2) develop use-case scenarios for each target segment, 3) effectively integrate the online and offline experience, 4) articulate clear stages of desired experience, 5) effectively assess relative levels of hierarchy, and 6) highly leverage the evangelists

18. CONTENTS
COMMUNITY
COMMUNICATION
COMMERCE B2B B2C B2G B2E
CONNECTION
CUSTOMIZATION