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Experience marketing Voss en Zomerdijk

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De presentatie is een les over een artikel van ZOmerdijk & Voss uit 2010, Service Design for experience centric services.

Published in: Marketing
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Experience marketing Voss en Zomerdijk

  1. 1. Experience Marketing Sake Jan Velthuis
  2. 2. Evolutie van de marketing Toename in: • concurrentie • toegevoegde waarde • maatwerk • aantal p's
  3. 3. Experience Experience occurs when a customer has any sensation or acquires knowledge. It is about creating emotional connections. (Pullman and Gross, 2004) To enable the customer to connect with the service in a personal, memorable way (Pine & Gillmore, 1999) It is engagement that builds the emotional connections that promote repeat purchase and positive word of mouth. (Zomerdijk en Voss, 2009)
  4. 4. Experience domeinen
  5. 5. Zomerdijk en Voss Bijdrage: examines the design of experience-centric services, particularly the design of their context. Methode: The propositions are then investigated empirically by means of 17 case studies. ! Conclusie: Strong support was found for the designing of “customer journeys” and “touch points,” for sensory design, and for the designing of a dramatic structure of events
  6. 6. Series of cues • cues form the context in which an experience is created • mechanics or humanics cues • orchestrate the cues, that are emitted by products, services, and the environment. • The combination of cues forms the holistic experience multitude of events in time and space
  7. 7. Sensory Design • the physical environment can be designed to evoke particular emotions and responses • the five senses (sight, sound, smell, taste and touch) are considered crucial to the design of tangible elements • the senses can be a direct route to customer’s emotions Stimulating all the senses
  8. 8. Engaging customers • employees can establish emotional connections with customers • rapport: enjoyable interactions, based on psychological similarity or genuine interest • engage in self-revelation, expend emotional energy and connect as individuals Connecting on a personal, emotional level
  9. 9. Dramatic structure • arc-like structure of exposition, rising action and denouement or catastrophe to achieve a particular artistic or emotional effect sequence, progression and duration of events • people remember remember the trend in the sequence of pain and pleasure and the ending • posititve peaks contribute to customer satisfaction
  10. 10. Fellow Customers • impact when customers are in close proximity, have to share space or resources and when waiting is involved • socialize or bond with other customers can satisfy social needs • establish a brand community where customers share their ownership or consumption experience sharing the experience with others
  11. 11. Backstage • Decoupling the backstage from frontstage is likely to cause coordination problems and may harm the frontstage experience. • Back-office employees help create the contextual elements • establishing an internal „supplier- customer"relationship is also theater
  12. 12. Managerial Implications • the creation of an engaging, compelling and consistent context is vital to the successful delivery of experience-centric services. the relative importance of these areas will depend on the nature of the service being delivered
  13. 13. Extra leesvoer klik op de afbeelding om naar bol.com te gaan
  14. 14. Opdracht • Bedenk met je groepje een mini concept voor een kledingwinkel, waarbij je de onderdelen van het artikel zoveel mogelijk integreert.
  15. 15. Proposities • series of cues • sensory design • engaging customers • dramatic structure • fellow customers • backstage

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