Chapter 4: Customer Experience

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

2. Seven Key Elements of Customer Experience • A certain level of functionality must exist in order for a site to work; basic standards and expectations must be met The Objective Element 1. • Relates to the individual’s unique perception of the encounter with the firm The Perception Element 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. • 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 The Reactions-to-Stimuli Element 4. • To the extent that it is relevant, assessment of the customer experience needs to incorporate all five senses The Sensory Element 5. • Cognitive responses are thoughtful and evaluative in nature; emotional responses tend to capture moods, attitudes and feelings of the customer The Cognitive and Emotional Element 6. • Previous, separate experiences can affect a consumer’s reaction to various stimuli during a shopping experience The Relative Element 7.

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

4. Exhibit 4.1: Stages of Customer Experience

5. Stage one: Experiencing Functionality- “The site works well” • - Usability and Ease of Navigation • - Speed • Reliability • Security • Media Accessibility

6. Stage Two – Experiencing Intimacy – “They can understand me” - Customization - Communication - Consistency - Trustworthiness - Exceptional value - Shift from Consumption to Leisure Activity

7. Stage 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 Experience

8. Exhibit 4.2: Stages of Customer Experience Over Time

9. Exhibit 4.3: Seven Deadly Sins of Customer Experience

10. Chapter 4: 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

11. 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.

12. Exhibit 4.5: Stages of Customer Experience for REI.com