Customer Experience Customer experience refers to a customer’s perception and interpretation of all the stimuli encountered while interacting with a firm Want customer to internalize and personalize the meaning of the experience How can a screen-to-face experience create as meaningful and trusting a relationship as a face-to-face interaction Go beyond economic transaction to something emotional, symbolic and experiential Try to gain a group of zealous customers ready to protect, market, evangelize and defend the brand Beware that a poor experience can erode customer confidence, especially as word-of-mouth spreads faster online

Customer Experience

Stages of Customer Experience for REI.com

Steps in Creating Good Customer Experience

The Seven Deadly Sins of Good Customer Experience

Customer Experience Conclusions Customer experience refers to a customer’s perception and interpretation of all the stimuli encountered while interacting with a firm There are three stages to the customer experience, which are outlined by the customer- experience hierarchy: –Stage One: Experiencing Functionality — “The Site Works Well” –Stage Two: Experiencing Intimacy — “They Understand Me” –Stage Three: Experiencing Evangelism — “I Love to Share the Story” In the process of designing a desirable customer experience, firms should set six broad goals: 1) create a rich description of the target customer, 2) develop use-case scenarios for each target segment, 3) effectively integrate the online and offline experience, 4) articulate clear stages of desired experience, 5) effectively assess relative levels of hierarchy, and 6) highly leverage the evangelists