Effective Experience Principles

Effective Experience Principles

Strategy is a glamorous word. However, you won’t have a holistic view of how customer experience works if you don’t understand how customers buy. That’s why we don’t start the course with “Strategy”. Instead, we want to bring to the forefront how customers buy and shed light on a new perspective. You will see how emotions dictate buying decisions and affect brand choice, and understand how best to utilize emotions to build brand loyalty.

Learning Objectives

This module will enable attendees to:

  • understand why emotions dictate buying behaviors
  • figure out how emotions affect brand choice
  • learn step-by-step how to ride on emotions to build brand loyalty

Content Sequence

How we feel-X-VOC (Experience-based Voice-of-customer)

  • The subjective experience and the 5 senses: sight, hearing, smell, taste and touch
  • Delta Principle-the triangular relations between experience, expectation and satisfaction
  • Emotion Curve- tracks and quantifies our emotions in natural time sequence
  • X-VOC: a ground-breaking approach to listen to your customers

How we remember -X-MOT (Moments-of-truth at Experience)

  • Effective memories-an experience is not effective unless it is remembered
  • The Peak-end Rule and its applications in CEM
  • Identify the X-MOT (Moments-of-truth at Experience)
  • X-MOT: guides and optimizes resource allocation

How we choose - X-Effectiveness (Experience Effectiveness)

  • An effective experience creates positive emotions and delivers target brand values
  • The Triune Brain: Primitive, Intermediate and Rational Brains
  • The Black Box-missing link between consumers experience to ultimate brand choice
  • X-MOT: guides and optimizes resource allocation

How we compare - X - Anchoring (Intra-experience Anchoring)

  • We need more pain - an experience is not effective unless it is contrasted
  • The paradox of happiness and the psychological immune system
  • Maximize the PPG (Pleasure-pain gap)
  • X-Anchoring: releases resource constraint and enhances subjective experience

 

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