HOW TO LEAD

CUSTOMER
EXPERIENCE
STEPHEN H. HAECKEL, LEWIS P. CARBONE & LEONARD L. BERRY
 GROUP MEMBERS

● SHAISTA IJAZ

● ZAIN RAUF

● HUSSAIN ALI

● UZAIR

● RIDA MUMTAZ
 INTRODUCTION

• Creating superior customer value involves devising business strategies around

the design and delivery of total customer experiences.
• Experiences involve, both, extrinsic and intrinsic values.

• ‘Total Experience’ means the feelings customers take away from their
interaction with a firm’s goods/services.
• Companies now apply customer experience management principles to
strengthen customer preference and improve business outcomes.
 INTRODUCTION

• Customer’s total experience directly affects perceptions of value, word-of-

mouth endorsement and repatronage intentions.
• Managers have to realize two realities:
• - Competing goods and services are often similar in term sof
functionality.
• - Customers want more than functionality, being emotional beings
• Therefore, companies compete best when they combine functional and
emotional benefits in their market offer.
 CREATING CLUES

• When customers interact with an organization they filter a ‘barrage’ of clues

and organize them into a set of impressions.

• Experience clue: everything that is sensed or perceived.

• Goods and services emit clues, along with the physical environment in which

they are offered.

• The composite of clues creates the total experience.

 CREATING CLUES

• One category of clues concerns the actual functioning of good/service.

• The other stimulates the brain’s emotional circuitry and evokes affective

responses.

• These two types of clues affects customers’ emotional perceptions: mechanics

and humanics.
 Customer Experience
Three basic fundamental principles that provide a foundation for creating distinctive customer
value through experiences

● Principle 1: Fuse experiential breadth and depth

Experiential breadth refers to the sequence of experience customers have in interacting with an organization. Depth
refers to the numbers and diversity of sensory clues at each stage.

● Principle 2: Use mechanics and humanics to improve function

Humanics and mechanics clues can be introduced to enhance goods or service functionality. Mechanics and humanics
must be simultaneously addressed and blended with the functional clues.

● Principle 3: Connect emotionally

Organizations with effective experience management system understand and respond to the emotional needs of their
customers.
 MANAGING TOOLS

• Customer experience management requires customer empathy.

• To develop experience management competency, organizations need to apply
specialized tools which are as follows:
1. An experience audit:
Its is used to thoroughly analyze the current customer experience and to
illuminate customers emotional responses to specific clues.
2. Emotional strands:
They are defined in experience audit. Its is a charting of the emotional
highs and lows customers commonly experience in a specific setting situation.
 MANAGING TOOLS

3. An Experience Motif:

Its is developed based on findings from the experience audits and the
organization's core values and branding strategy. Its becomes the foundation and filter
for integrating and reconciling all elements of the experience.

4. Clues:

Based on experience motif and other criteria, clues are developed and translated
into a blueprint.
 CASE STUDY

• The health and wellness center by Doylestown Hospital. Its is one of the

healthcare care that consists of a combination clinic, health club and spa with
interactive health care designs.

• Beyond the business motivation was management’s deep-seated determination

to make a positive difference in serving the community’s modern healthcare

needs.

• Village improvement association VIA own and operated this hospital.

 CASE STUDY

• The mandate for new center is to incorporate medical specialties with full spa

and fitness center, an interactive learning center, a restaurant and a book shop.

• During the construction phase, senior hospital staff began applying experience

management techniques. The resulting experience design become central to

the planning and development of the facility.

• The services provided are related to a distinctive architectural and landscape

design.
 CONNECTING EMOTIONALLY
• Emotional connection of Audit with patients while on their health and wellness
journey
• Interaction with Health and Wellness Center results in understanding
• Know your patients through the profiles sent from physicians and health
design service
• Understands your person`s needs for their treatment
• Specific conditions for patients according to their diseases
• Reward of coupon for the restaurant or bookstore after treatment – a
strengthening clue
 INTEGRATING CLUES
• Healing gardens surrounding the building for meditation

• Central and communal gathering points

• Fitness center and spa for patients with their special facilitates

• Customized health plans mentored and monitored by health design nurses

• Events and seminars about awareness

• A bookstore with library and recommended web sites on disease management and
wellness strategies

• Distinguishing staff behaviors from voice inflection to gestures

THANK YOU