Understanding the emerging

trends in Marketing
Customer Experience Marketing
 Customer experience marketing
Definition:

Customer experience is what arises from an interaction

between an organization and a customer over the duration
of their relationship.

Customer experience is measured by individual’s experience

during all points of contact against the individual’s
expectations.

Forbes says that customer experience is the "cumulative

impact of multiple touch points" over the course of a
customer's interaction with an organization.
 Example of Holiday Inn – Case 1
• In the majority of its 750 properties with on-site
restaurants, the iconic hotel chain was losing dinner
customers to casual restaurants like Outback
Steakhouse and Chili’s. Even worse, it was losing
breakfast customers to nearby gas stations — and you
better believe that Holiday Inn got worried when gas
stations started to provide better breakfast options
than it did.

• So what did Holiday Inn do?

• Well, I’ll tell you what it didn’t do. It didn’t start

randomly making one-off changes to the menu or the
pricing. Instead, Holiday Inn stepped back to define a
customer experience strategy.
 Example of Holiday Inn – Case 1
• It rooted that strategy in four brand attributes:
inclusive, purposeful, social, and familiar. It clearly
defined that the experience was for “everyday heroes”
— midscale business and leisure travelers who are
self-sufficient, unpretentious, and sociable. And, as
they were working on this, it realized that eating and
drinking were just part of a bigger picture. Hotel
guests also wanted to have fun, relax, and connect —
and they wanted to seamlessly transition among all of
these activities.
• Holiday Inn summed all of this up in a customer
experience strategy that it called the Social Hub, and
it described the experience that it wanted to deliver:
“We give guests flexible options so they can be
themselves. That way, they don’t have to leave the
hotel to get what they want. They can find it at the
Holiday Inn
These are the activities
• Once it had a customer experience strategy,
Holiday Inn was able to translate it into specific
touchpoints that aligned with each of the main
guest activities and with the brand. For example,
to make the bar area even more social, it added
perpendicular peninsulas to act as magnets for
people to gather around. And it installed Apple
computers in the hotel business center for
aesthetic reasons. But to make the computers
feel more familiar, it installed Windows on those
machines because it knew its guests weren’t
typically Mac users.
• Consider for a moment all of the people
involved in pulling this experience together:
architects, interior designers, IT technicians,
chefs, servers, and receptionists, just to name a
few. In order to create theright customer
experience — one that worked for the
hotel and its customers — all of the initial
contributors and ongoing service providers
needed a common vision to align their work.
And that’s what the Social Hub strategy
provided.
 Implementation of the Customer Experience
Marketing
1. Example by Brad rex Chief Customer Officer at Hilton
Grand Vacations.
He says : I defined the desired customer experience and
then commissioned a video that showed the experience
in detail. It had a strong emotional component
demonstrating the impact of a great experience on the
customer, team member and leader. All current and
new team members saw the video, so they could
understand first-hand what we were trying to achieve. I
would strongly suggest this tactic to take the customer
experience to the next level.