| 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 customer buys. That¡¯s why we don¡¯t start the course with ¡°Strategy¡±. Instead, we bring you a new perspective to see how customers buy. You will see how emotions dictate buying decisions and affect brand choice, and learn how to ride on emotions to build brand loyalty. |
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| Learning Objectives |
| This module will enable attendees to: |
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understand why emotions dictate buying behaviors |
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figure out how emotions affect brand choice |
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learn step-by-step how to ride on emotions to build brand loyalty |
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| Content Sequence |
| How we feel-X-VOC (Experience-based Voice-of-customer) |
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The subjective experience and the 5 senses: sight, hearing, smell, taste and touch |
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Delta Principle-the triangular relations between experience, expectation and satisfaction |
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Emotion Curve- tracks and quantifies our emotional feelings in natural time sequence |
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X-VOC: a ground-breaking approach to listen to your customers |
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| How we remember -X-MOT (Moments-of-truth at Experience) |
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Effective memories-an experience is not effective unless it is remembered |
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The Peak-end Rule and its applications in CEM |
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Identify the X-MOT (Moments-of-truth at Experience) |
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X-MOT: guides and optimizes resource allocation |
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| How we choose - X-Effectiveness (Experience Effectiveness) |
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An effective experience creates positive emotions and delivers target brand values |
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The Triune Brain: Primitive, Intermediate and Rational Brains |
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The Black Box-missing link between consumers experience to ultimate brand choice |
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X-MOT: guides and optimizes resource allocation |
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| How we compare - X - Anchoring (Intra-experience Anchoring) |
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We need more pain - an experience is not effective unless it is contrasted |
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The paradox of happiness and the psychological immune system |
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Maximize the PPG (Pleasure-pain gap) |
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X-Anchoring: releases resource constraint and enhances subjective experience |
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