The Elements of Customer Experience The Stages of Customer-Experience Hierarchy Broad Goals in Designing Desirable Customer Experience Chapter 4: Customer.

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Chapter 4: Customer ExperienceThe Elements of Customer ExperienceThe Stages of Customer-Experience HierarchyBroad Goals in Designing Desirable Customer ExperienceSeven Key Elements of Customer Experience1.2.3.4.5.6.7.A certain level of functionality must exist in order for a site to work; basic standards and expectations must be metRelates to the individuals unique perception of the encounter with the firmMore than just the economic transaction - the entire customer encounter experience includes both process and output measures of the shopping experienceIncludes a customers response to multiple variables, from the tactical layout of the store/site to high-level interpretations of the meaning of the brandTo the extent that it is relevant, assessment of the customer experience needs to incorporate all five sensesCognitive responses are thoughtful and evaluative in nature; emotional responses tend to capture moods, attitudes and feelings of the customerPrevious, separate experiences can affect a consumers reaction to various stimuli during a shopping experienceThe Objective ElementThe Perception ElementThe Encounter ElementThe Reactions-to-Stimuli ElementThe Sensory ElementThe Cognitive and Emotional ElementThe Relative ElementChapter 4: Customer ExperienceThe Elements of Customer ExperienceThe Stages of Customer Experience HierarchyBroad Goals in Designing Desirable Customer ExperienceExhibit 4.1: Stages of Customer ExperienceIf a Firm Gets This Right This Is What the Customer ExperiencesStage One: Functionality Design and information architecture Deep understanding of customer behavior Platform independence Efficient transactions Site is easy to use Quick downloads Intuitive navigation Site reliabilityStage Two: Intimacy Warehousing and mining Tailoring of pages and offerings Overlay human interaction Integrated data Consistent performance over time Constant innovation and upgrading (incremental or significant) Personalization Increasing trust Repeated experiences of exceptional value A sense of being in the know Consistent experiences Significant benefits relative to other offeringsStage Three: Evangelism Supports evangelists Acknowledgment of evangelists Desire to make messages to the market Community benefits Stage one: Experiencing Functionality- The site works well- Usability and Ease of Navigation- Speed Reliability Security Media AccessibilityStage Two Experiencing Intimacy They can understand me- Customization- Communication- Consistency- Trustworthiness- Exceptional value- Shift from Consumption to Leisure ActivityStage Three : Experiencing Evangelism I love to Share the Story- Taking the Word to the Market- Active Community Membership- The Company Cares About My Opinions- Defender of the ExperienceExhibit 4.2: Stages of Customer Experience Over TimeExhibit 4.3: Seven Deadly Sins of Customer ExperienceChapter 4: Customer ExperienceThe Elements of Customer ExperienceThe Stages of Customer Experience HierarchyBroad Goals in Designing Desirable Customer ExperienceEBays Customer ExperienceConclusionBroad Goals for Creating a Desirable Customer Experience1.2.3.4.5.6.Create a Rich Description of the Target CustomerDevelop Use-Case Scenarios for Each Target SegmentEffectively Integrate the Online and Offline ExperienceArticulate Clear Stages of Desired ExperienceEffectively Assess Relative Levels of HierarchyHighly Leverage the EvangelistsExhibit 4.5: Stages of Customer Experience for REI.comGeneric Desired Customer ExperienceWhat REI.com DeliversFunctionality Site is usable Easy navigation Quick download Speedy site Reliable Content organized around user needs Easy-to-find gear and activity information Multiple views of products and services Website that rates high on efficiency and fulfillment No crashes and limited downtimeIntimacy High trust Consistent experience Quick, effective communication High personalization Exceptional value Consistent with brand message Authoritative content and information Kiosks in store link to online channel Easy access to customer service, including live online help E-mail newsletter Member discounts and rebates Product returns to store or by mail Adventure travel serviceEvangelism Takes word to the market Defends the experience Membership advantages E-mail option for sharing information Community message boards In-store and local events

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