Batat, Wided,
Experiential marketing : consumer behaviour, customer experience and the 7Es / Wided Batat. - London : Routledge, Taylor & Francis Group, 2019. - xxiv, 277 pages : illustrations (black and white); 24 cm.
Includes bibliographical references and index.
Part I. Customer experience marketing: back to origins : Four key changes in consumer behavior: digital, empowerment, emotion, and postmodernism : Digital transformation and its impact on consumption : Drivers of digital transformation; Digital transformation challenges and opportunities for brands? ; The making of the empowered consumer : What is consumer empowerment?; What are the pillars of consumer empowerment?; How is the empowered consumer driving new brand opportunities? ; The key role of emotion in the consumer brand experience : Defining the notion of "consumer emotion" and its typologies ; The role of employees as emotional motivators ; Emotional branding through the consumer experience ; Postmodernism and the transition to experiential consumption : From modernism to postmodernism; The rise of the postmodern consumer society
Theoretical underpinnings for customer experience marketing: origins, customer journey, and experience touchpoints : Customer experience: from philosophy to marketing : The concept of "experience": what am I talking about; What is customer experience?; Theoretical underpinnings for customer experience ; Experience touchpoints through customer journey
A framework for conceptualizing customer experience marketing: drivers, markers, and outcomes : Drivers of customer experience marketing : Idiocentric drivers of customer experience; Allocentric drivers of customer experience ; Markers of customer experience marketing : Customer experience is holistic; Customer experience is cumulative; Customer experience is subjective and personal; Customer experience is an assemblage; Customer experience is contrasting ; Outcomes of customer experience marketing : Value; Transformation; Competency; Memorability
Part II. The new experiential marketing mix (7Es) : Experience: Experience Territory Matrix (ETM), stages and EXQUAL tool : Experience Territory Matrix (ETM) : Enchantment territory; Re-enchantment territory; Disenchantment territory; Enchantment-gap territory ; Stages of customer experience ; EXQUAL tool
Exchange: co-creation and collaborative marketing : Co-creation as value-in-exchange in customer experience : Customers as employees; From service-dominant logic to experience-dominant logic ; Collaborative marketing: the art of putting consumers to work
Extension: experience continuum and intra/extra-domestic experiences : Experience continuum; Intra- and extra-domestic experiences
Emphasis: brand culture emphasis and storytelling : Brand culture emphasis : From brand content to brand culture; The theory of brand culture ; Storytelling : Transforming a brand's positioning into storytelling; The hero's journey
Empathy capital: empathy concept, empathy experience, and empathy capital formation : The empathy concept : What does empathy mean?; Empathy: origins and evolution ; Empathy and areas of confusion ; The forms of empathy ; Empathy in customer experience : Definition; Empathy experience functioning; Components of empathic customer experience; Empathy in the experiential marketing mix ; Empathy capital formation : Empathy map; McLaren's empathy model
Emotional touchpoints: from customer touchpoints to emotional touchpoints and emotional touchpoints toolkit : From customer touchpoints to emotional touchpoints ; Emotional touchpoints toolkit
Emic/etic process: emic/etic perspective and sociocultural customer journey : Emic and etic perspectives in the experiential marketing mix : Emic and etic perspectives: origins and definitions; Emic/etic perspectives in consumer research; Emic and etic perspective through CCT lenses ; Sociocultural mapping of customer journey: emic/etic perspective
Part III. Future challenges in customer experience design : Phygital customer experience: definition, characteristics, types, and key success factors : What does phygital customer experience mean? ; Characteristics of phygital experiences ; Typologies of phygital experiences : Connected experiences; Web experiences; Virtual and augmented reality experience; Socio-digital experience; Re-creative digital experience; Cyborg experience ; Tools to design phygital experiences : Web 3.0; Interactive and collaborative tools; The flow tool ; Key success factors : The use of virtual agents for immersion and interaction; The importance of efficiency
Storyliving, the future of customer experience design; from story to action and storyliving strategies : From story to action; Storytliving strategies
Customer experience research methods: experiential and e-experiential research methods : Experiential research methods : Projective techniques; Qualitative Diary Research (QDR); Ethnography; Interactive and subjective personal introspection ; E-experiential research methods : Netnography; Mobile self-ethnography
Conclusion
In this this book, Wided Batat introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process), a tool that focuses on the consumer as a starting point in marketing strategies. By using these concepts, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences. Batat argues that a traditional product-centric logic should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic
9781138293168
Marketing.
Consumer behavior.
Customer relations.
Relationship marketing.
658.8 / BAT
Experiential marketing : consumer behaviour, customer experience and the 7Es / Wided Batat. - London : Routledge, Taylor & Francis Group, 2019. - xxiv, 277 pages : illustrations (black and white); 24 cm.
Includes bibliographical references and index.
Part I. Customer experience marketing: back to origins : Four key changes in consumer behavior: digital, empowerment, emotion, and postmodernism : Digital transformation and its impact on consumption : Drivers of digital transformation; Digital transformation challenges and opportunities for brands? ; The making of the empowered consumer : What is consumer empowerment?; What are the pillars of consumer empowerment?; How is the empowered consumer driving new brand opportunities? ; The key role of emotion in the consumer brand experience : Defining the notion of "consumer emotion" and its typologies ; The role of employees as emotional motivators ; Emotional branding through the consumer experience ; Postmodernism and the transition to experiential consumption : From modernism to postmodernism; The rise of the postmodern consumer society
Theoretical underpinnings for customer experience marketing: origins, customer journey, and experience touchpoints : Customer experience: from philosophy to marketing : The concept of "experience": what am I talking about; What is customer experience?; Theoretical underpinnings for customer experience ; Experience touchpoints through customer journey
A framework for conceptualizing customer experience marketing: drivers, markers, and outcomes : Drivers of customer experience marketing : Idiocentric drivers of customer experience; Allocentric drivers of customer experience ; Markers of customer experience marketing : Customer experience is holistic; Customer experience is cumulative; Customer experience is subjective and personal; Customer experience is an assemblage; Customer experience is contrasting ; Outcomes of customer experience marketing : Value; Transformation; Competency; Memorability
Part II. The new experiential marketing mix (7Es) : Experience: Experience Territory Matrix (ETM), stages and EXQUAL tool : Experience Territory Matrix (ETM) : Enchantment territory; Re-enchantment territory; Disenchantment territory; Enchantment-gap territory ; Stages of customer experience ; EXQUAL tool
Exchange: co-creation and collaborative marketing : Co-creation as value-in-exchange in customer experience : Customers as employees; From service-dominant logic to experience-dominant logic ; Collaborative marketing: the art of putting consumers to work
Extension: experience continuum and intra/extra-domestic experiences : Experience continuum; Intra- and extra-domestic experiences
Emphasis: brand culture emphasis and storytelling : Brand culture emphasis : From brand content to brand culture; The theory of brand culture ; Storytelling : Transforming a brand's positioning into storytelling; The hero's journey
Empathy capital: empathy concept, empathy experience, and empathy capital formation : The empathy concept : What does empathy mean?; Empathy: origins and evolution ; Empathy and areas of confusion ; The forms of empathy ; Empathy in customer experience : Definition; Empathy experience functioning; Components of empathic customer experience; Empathy in the experiential marketing mix ; Empathy capital formation : Empathy map; McLaren's empathy model
Emotional touchpoints: from customer touchpoints to emotional touchpoints and emotional touchpoints toolkit : From customer touchpoints to emotional touchpoints ; Emotional touchpoints toolkit
Emic/etic process: emic/etic perspective and sociocultural customer journey : Emic and etic perspectives in the experiential marketing mix : Emic and etic perspectives: origins and definitions; Emic/etic perspectives in consumer research; Emic and etic perspective through CCT lenses ; Sociocultural mapping of customer journey: emic/etic perspective
Part III. Future challenges in customer experience design : Phygital customer experience: definition, characteristics, types, and key success factors : What does phygital customer experience mean? ; Characteristics of phygital experiences ; Typologies of phygital experiences : Connected experiences; Web experiences; Virtual and augmented reality experience; Socio-digital experience; Re-creative digital experience; Cyborg experience ; Tools to design phygital experiences : Web 3.0; Interactive and collaborative tools; The flow tool ; Key success factors : The use of virtual agents for immersion and interaction; The importance of efficiency
Storyliving, the future of customer experience design; from story to action and storyliving strategies : From story to action; Storytliving strategies
Customer experience research methods: experiential and e-experiential research methods : Experiential research methods : Projective techniques; Qualitative Diary Research (QDR); Ethnography; Interactive and subjective personal introspection ; E-experiential research methods : Netnography; Mobile self-ethnography
Conclusion
In this this book, Wided Batat introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process), a tool that focuses on the consumer as a starting point in marketing strategies. By using these concepts, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences. Batat argues that a traditional product-centric logic should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic
9781138293168
Marketing.
Consumer behavior.
Customer relations.
Relationship marketing.
658.8 / BAT