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

1. Experience Marketing
Sake Jan Velthuis

2. Evolutie van de marketing
Toename in:
• concurrentie
• toegevoegde waarde
• maatwerk
• aantal p's

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. Experience domeinen

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.
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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. 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. 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. 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. 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. 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. 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. 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

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15. Proposities
• series of cues
• sensory design
• engaging customers
• dramatic structure
• fellow customers
• backstage