1. >>APMG 8119: DIGITAL ENTERPRISE REPORT on Customer Experience Model Analysis http://www.westpac.co.nz/ BY: Steven Zhao POSTGRADUATE DIPLOMA IN BUSINESS APMG 8119: DIGITAL ENTERPRISE 2015

2. >>APMG 8119: DIGITAL ENTERPRISE 1.Background 2. Aims 3. Method 4. Findings 5. Conclusions Content

3. >>APMG 8119: DIGITAL ENTERPRISE 3.1 customer interview 3.2 website exploring 3.3 article study 3. Method

4. >>APMG 8119: DIGITAL ENTERPRISE Online experience model Website Attributes  Consequence

5. >>APMG 8119: DIGITAL ENTERPRISE Website Design HomeItemSub Item ItemSub Item Topology Structure: Tree  Network

6. >>APMG 8119: DIGITAL ENTERPRISE Website Design

7. >>APMG 8119: DIGITAL ENTERPRISE Security & Privacy

8. >>APMG 8119: DIGITAL ENTERPRISE Personal Business, especially agribusiness Corporate, institutional, government customers Merchandising Insurance: life, Income, debt, home, content, car, travel, business Knowledge: Managing your money Information: Economic updates

9. >>APMG 8119: DIGITAL ENTERPRISE Multi-channel: Online: instant transaction Offline: branch Agnostic: ATM Order Fulfillment Omni-channel: Online + Offline

10. >>APMG 8119: DIGITAL ENTERPRISE Contact us: 1.Phone: Inland 800…, Overseas +64… 2.Write: Email, Facebook/Twitter, Post Find us: 1.Location: Branch, ATM, Help Station 2.Staff: Bank Managers, Personal Managers… How can we help? Communication We’re on the line to help.

11. >>APMG 8119: DIGITAL ENTERPRISE Communication Have your say: 1. Feedback 2. Complaint 3. Customer Voice If you do have a problem, let us put things right. We’re here to listen Not happy? We'll make sure to resolve things together. You are helping to improve our products and services. You are helping to shape how we do business. You are helping to improve banking experience for other customers.

12. >>APMG 8119: DIGITAL ENTERPRISE Promotion = discount ？ Promotion Offer more information to customers Engage customers with more products, more services Promotion = something (such as advertising) that is done to make people aware of something and increase its sales or popularity According to Jin and Park (2006), a mileage program, such as ‘hot points’ for credit card which can be accumulated and redeem free gifts, also can be considered as a kind of promotions.

13. >>APMG 8119: DIGITAL ENTERPRISE Theoretical Implication 1. Satisfaction, Trust, Loyalty become emotional elements of purchasing process. 2. Past experiences influence future behaviors in 4 stages

14. >>APMG 8119: DIGITAL ENTERPRISE Purchasing Factors Business ViewCustomer View MerchandisingI need it (demand) Security & PrivacyI can get it safely (no risk) Order FulfillmentI can get it efficiently (time) PromotionI can get it economically (money) CommunicationThey offer information that I need I can get help when I have question Website DesignI can get it easily (control/skills) + SatisfactionI have a good prior experience TrustThey can meet my expectation LoyaltyI’m a big fan of it, I just love it consequence

15. >>APMG 8119: DIGITAL ENTERPRISE Experience Influence in FOUR Stages First Purchase First Usage First Purchase First Usage (Prior) Experience Emotional Affective Emotional Affective Re-Purchase Re-Usage Re-Purchase Re-Usage Cognitive Impression Brand, logo, slogan, ringtone Cognitive Impression Brand, logo, slogan, ringtone Pre-Trust Law, Technology, Reputation, similar experience Pre-Trust Law, Technology, Reputation, similar experience Demand … Satisfaction Pro-Trust Loyalty Products Company Brand

16. >>APMG 8119: DIGITAL ENTERPRISE Conclusions 1.Understand the importance of customer experience. 2.Customer experience is one of the factors.