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Understanding Customer Experience Throughout the Customer Journey -…
Understanding Customer Experience
Throughout the Customer Journey
Customer Lifetime Value or Value Creation for Customer
Gestión omnicanal
Nueva norma
Muchos canales
“Customer expe-rience.”
Distintivo de bienes y servicios (1998)
Disfrutar "eventos" memorables de una empresa (1988)
Todo intercambio produce experiencia para el cliente, independientemente de su naturaleza o forma (2015)
El consumidor vive una experiencia holística(2009)
Cognitiva
Emocional
Sensorial
Social
Espiritual
Respuesta interna y subjetiva que tienen los clientes ante cualquier contacto directo o indirecto con
una compañía (2007)
5 tipos de experiencia según Schmitt (1999)
multidimensional view
Sensory
Sense
Affective
Feel
Cognitive
Think
Physical
Act
Social-identity
(relate) experiences
Tener en cuenta a la "tecnología" como experiencia (2015)
The four threads of experience
McCarthy and Wright (2004)
Lo sensual
Lo emocional
Lo compositivo
Lo espacio-temporal
Brand experience
Brakus, Schmitt, and Zarantonello (2009)
Sensorial
Afectivo
Intelectual
Conductual
Raíces de la experiencia del cliente (1960´s)
Customer buying behavior process models
(1960s–1970s)
Customer satisfaction and loyalty
(1970s)
Service quality
(1980s)
Relationship marketing
(1990s)
Customer relationship management (CRM)
(2000s)
Customer centricity and customer focus
(2000s–2010s)
Customer engagement
(2010s)
Experiencia del consumidor conceptualizada en tres estados:
Pre-compra
Compra
Post-compra
4 Customer touch points
Brand-owned
Partner-owned
Customer-owned
Social/ External/ Independent