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Managing Total Customer Experience

This document discusses the importance of managing the total customer experience. It explains that understanding the customer's journey, recognizing clues from their interactions, and integrating those clues to meet or exceed expectations is key to customer experience management and creates competitive advantage. It provides examples of how conducting experience audits at a university hospital and Avis rent a car led to improvements like easier navigation, empathetic connections, and stress relief that increased customer satisfaction scores and revenue. The document emphasizes that focusing on the emotional benefits of the customer experience can outweigh price considerations and strengthen customer loyalty.

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Dimple Gupta
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77 views

Managing Total Customer Experience

This document discusses the importance of managing the total customer experience. It explains that understanding the customer's journey, recognizing clues from their interactions, and integrating those clues to meet or exceed expectations is key to customer experience management and creates competitive advantage. It provides examples of how conducting experience audits at a university hospital and Avis rent a car led to improvements like easier navigation, empathetic connections, and stress relief that increased customer satisfaction scores and revenue. The document emphasizes that focusing on the emotional benefits of the customer experience can outweigh price considerations and strengthen customer loyalty.

Uploaded by

Dimple Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MANAGING THE TOTAL

CUSTOMER Arup Mondal

EXPERIENCE
OFFERING PRODUCTS OR
SERVICES ALONE IS NO
LONGER ENOUGH ;
ORGANIZATIONS MUST
PROVIDE THEIR
CUSTOMERS WITH
SATISFACTORY
EXPERIENCES
MANAGING EXPERIENCES
- Understanding Customer’s Journey form
expectations before the experience till it over.

- Recognizing the clues.

- Integrating clues to meet/exceed customer


needs/expectations.

Undertaking Customer experience management will Create Competitive Advantage


EXPERIENCE CLUES
Experience Clue – Anything that can be perceived or sensed or recognized by its absence.
Total Experience Clue – Summation of all the clues start from product/service offered,
physical setting, employees gesture, voice, dress etc.

Functioning of
good/service
Experience Clue Mechanics Clue
Emotions (Incudes
smell, texture,
sight) of
goods/services
Humanics Clue

For Total Customer Experience all the clues must work synergistically
BUILDING A NEW
COMPETENCY
1. Experience Audit - Companies get close to the
their customers
2. Researchers Analyze the videos & tapes by
checking the facial expressions & body
language
3. Develop Experience Motifs
EXAMPLE 1 : UNIVERSITY
HOSPITAL
BEFORE AFTER
 Declining customer satisfaction score 13% Increase in Rating
 Decline in Customer Complaints

 Confusion in entrance for ambulance & Repositioned & Reworded Signboards


patients Easy Entrances
 No interaction with family members Interaction with family members
(Empathetic Connection) by addition of New
Stationary Security Guard Position
 Florescent Morgue Room Incandescent Lighting, furnished chairs in
Morgue Room
EXAMPLE 2 : AVIS RENT A CAR
BEFORE AFTER EXPERIENCE AUDIT
 Revenue drop  Best rent a car service

Stressed & Anxious  Relieved


 Installation of Flight Schedules Monitors
Concerned about Making their flights
 Communication Center to make calls/faxes and
Anxious about communicating with plug in their Laptops.
Office.  Customer courtesy representatives added in
uniform to deal with customers outside counters.
Role of Security Guard
JD Power Award for Customer Satisfaction &
65% increase in revenue
IMPORTANCE OF CUSTOMER
EXPERIENCE
• Companies having no control customer Experience focus on
reducing the cost of the offering.

• Companies focusing on Emotional Benefits particularly can


outweigh customers price consideration.

• Organization must manage emotional benefits in the same way they


provide the functional benefits to the customers to compete with
competitors.

Customer Experience Management Strengthen Customer Loyalty

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