Experiential World

• Step 1: Analyzing the experiential world of the customer
• Step 2: Building the experiential platform
• Step 3: Designing the brand experience
• Step 4: Structuring the customer interface
• Step 5: Engaging in continuous experiential innovation

• Identify Target Customer
• Two types of customers:
• individual consumers: goal is that products meet personal needs - affected by design, brand etc. (product as part of their daily life)
• Business customers: goal is to meet business needs- be able to create new value ("buying is a job")

• Divide the Experiential World into 4 Layers
• The broad-based experience associated with the customer's sociocultural context (in consumer markets) or the business context (in B2B markets).
• The experience provided by the usage or consumption situation of the brand.
• The experience provided by the product category.
• The experience provided by the brand.

• Track Experiences along Touchpoints
• The key objective of tracking the experience at customer touchpoints is to develop and understanding of how an experience can be enriched for the customer.
• The touchpoints starts with the need for the product.
• Information search
• Information processing
• Choice
• Culminates in the purchase

• Survey the Competitive Landscape
• You need to survey the experiences offered by three generic types of competitors:
• Direct competitors: What customer experiences do the competitors provide? How are customers being treated? What can u learn from your competitors?
• New entrants: What appeals do they use to attract customers? What can u learn from them?
• Players outside your industry: This is where most of the inspiration comes from. Competitive bench-marking outside the industry can be most rewarding.

See also

• Customer experience management
• marketing research
• qualitative marketing research
• quantitative marketing research
• competitor analysis
• environmental scanning
• business intelligence
• industrial espionage
• target market
• market segment
• brand management
• Porter 5 forces analysis

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