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

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

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

Exhibit 4.1: Stages of Customer Experience

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

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

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

Exhibit 4.2: Stages of Customer Experience Over Time

Exhibit 4.3: Seven Deadly Sins of Customer Experience

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

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.

Exhibit 4.5: Stages of Customer Experience for REI.com