Presentation on theme: "The Art of Experiences. 1-2 Art of Experiences Experiencing Self vs. Remembering Self Hedonic Adaptation Drivers of Happiness Customer Touchpoints Key."— Presentation transcript:
Drivers of Happiness Positive memories, reminiscing about them A happy ending to an experience Relationships – strengthening social bonds Spending on experiences rather than material objects Anticipation of buying Not competing with the Joneses Many small pleasures vs. one big one
Discussion How would you modify the orientation experience you had at Vanderbilt to create more happiness? Incorporate experiencing self and remembering self
A.G. Lafley, They want delightful - Shopping - Usage - Service Experiences they look forward to, time after time.
Discussion How would you define the Art of Experiences?
1-18 Customer Experience Management What emotions do customers want to feel as a result of the experience? What are the meaningful touchpoints for customers? What relationship should we build with customers?
Discussion What specifically must companies do to master the art of experience?
1-29 Functional Touchpoints (Clues) Functionality of the specific good or service Rational thought process Examples: Product specifications Price Features Quality
1-30 Humanic Touchpoints (Clues) Clues that emanate from people Behavior and appearance of service providers Emotional process Examples: Choice of words Tone of voice Level of enthusiasm Body language Neatness Dress
1-31 Mechanic Touchpoints (Clues) Clues that emanate from things Physical things intimately woven into the experience Sights, sounds, taste, textures, smells Emotional process
Compare the Experience Bidz Brand Name Jewelry Auctions Tiffany & Co.
1-33 How has Google mastered the art of experience? Explain.
Photos, Video What is the role of photos and videos in creating an experience?
Discussion What are the implications of hedonic adaptation for marketers of goods such as dorm room decorations? How might these companies overcome consumers tendencies toward hedonic adaptation?