Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty?
In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix." She 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, 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 should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic.
Experiential Marketing is a guide to building experiences consumers cannot forget. It will be of interest for CEOs, brand managers, marketing and communication professionals, students, and anyone eager to learn more about how to design the ultimate customer experience in a new phygital. In this book, Professor Batat combines theory and practice and gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es of the new experiential marketing mix, and the challenges for the future.
"There is a much-needed introduction and review of ways in which the consumption experience carries profound implications for marketing practice. I especially appreciate the book's development of the experiential marketing mix and its scholarly grounding in an insightfully elaborated formulation of the essential experiential concepts via case examples and reviews of the relevant literature (including a timely awareness of the emerging physical-&-digital or 'phygital' consumption context)."
-- Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business Columbia University
"It's very clear that in today's Experience Economy marketing must change. The old ways of thinking, while good for its time, no longer cut it. It is therefore great to see Wided Batat's new book take on the 7Ps of the old marketing mix and replace them with the 7Es, each one focused on thinking experientially. All marketers should read this book and then change their approach to generating demand that fits in with a time when experiences have become the predominant economic offering."
-- B. Joseph Pine II, co-author, The Experience Economy
"Definitely one of the most powerful treatments of the subject to date. A book full of wisdom. Anyone who is serious about customer experience will find it indispensable. Wided Batat's book is an incredibly valuable resource for anyone seeking to navigate the complexities of the customer experience."
-- Markus Giesler, Director, Big Design Lab, York University
"As both a journalist and a consumer, I find it difficult to keep up with the many changes taking place in the business world and specifically in marketing. I appreciate that Wided Batat has decided to explore those changes head on in her new book Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es. So much of what we hear about these days is 'experience over product,' so the timing couldn't be better for a book on this topic. I look forward to adding it to my reference collection for future stories."
-- Elizabeth Garone, Journalist, The Wall Street Journal and BBC Capital
"Nice structure. The content is certainly relevant for the digital age. The overall concepts seem right and seem to be useful for managers."
-- Bernd Schmitt, Author, Customer Experience Management
List of Figures
List of Tables
List of Mini-Cases
List of Theory Boxes
PART I: CUSTOMER EXPERIENCE MARKETING: BACK TO ORIGINS
CHAPTER 1: 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
CHAPTER 2: THEORETICAL UNDERPINNINGS FOR CUSTOMER EXPERIENCE MARKETING: ORIGINS, CUSTOMER JOURNEY, AND EXPERIENCE TOUCHPOINTS
Customer experience: from philosophy to marketing
The concept of "experience": what are we talking about?
What is customer experience?
Theoretical underpinnings for customer experience
Experience touchpoints through customer journey
CHAPTER 3: A FRAMEWORK FOR CONCEPTUALIZING CUSTOMER EXPERIENCE MARKETING: DRIVERS, MARKETS, 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
PART II: THE NEW EXPERIENTIAL MARKETING MIX (7ES)
CHAPTER 4: EXPERIENCE: EXPERIENCE TERRITORY MATRIX (ETM), STAGES, AND EXQUAL TOOL
Experience Territory Matrix (ETM)
Enchantment gap territory
Stages of customer experience
CHAPTER 5: EXCHANGE: CO-CREATION AND COLLABORTATION 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 consumer to work
CHAPTER 6: EXTENSION: EXPERIENCE CONTINUUM AND INTRA/EXTRA-DOMESTIC EXPERIENCES
Intra- and extra-domestic experiences
CHAPTER 7: EMPHASIS: BRAND CULTURE EMPHASIS AND STORYTELLING
Brand culture emphasis
From brand content to brand culture
The theory of brand culture
Transforming a brand's positioning into a storytelling
The hero's journey
CHAPTER 8: 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
Empathy experience functioning
Components of empathetic customer experience
Empathy in experience marketing-mix
Empathy capital formation
McLaren's empathy model
CHAPTER 9: EMOTIONAL TOUCHPOINTS: FROM TOUCHPOINTS TO EMOTIONAL TOUCHPOINTS AND EMOTIONAL TOUCHPOINTS TOOLKIT
From touchpoints to emotional touchpoints
Emotional touchpoints toolkit
CHAPTER 10: EMIC/ETIC PROCESS: EMIC/ETIC PERSPECTIVE AND SOCIOCULTURAL CUSTOMER JOURNEY
Emic and etic perspectives in experience marketing-mix
Emic and etic perspectives: origins and definitions
Emic and etic perspectives in consumer research
Emic and etic perspectives through CCT lenses
Cultural mapping of customer journey: emic/etic perspective
PART iii: FUTURE CHALLENGES IN CUSTOMER EXPERIENCE DESIGN
CHAPTER 11: PHYGITAL CUSTOMER EXPERIENCE: DEFINITION, CHARACTERISTICS, TYPES, AND KEY SUCCESS FACTORS
What does phygital customer experience mean?
Characteristics of phygital experiences
Typologies of phygital experiences
Virtual and augmented reality experience
Re-creative digital experience
Tools to design phygital experiences
Interactive and collaborative digital tools
The flow tool
Key success factors
The use of virtual agents for immersion and interaction
The importance of efficiency
CHAPTER 12: STORYLIVING, THE FUTURE OF CUSTOMER EXPERIENCE DESIGN: FROM STORY TO ACTION AND STORYLIVING STRATEGIES
From story to action
CHAPTER 13: CUSTOMER EXPERIENCE RESEARCH METHODS: EXPERIENTIAL AND E-EXPERIENTIAL RESEARCH METHODS
Experiential research methods
Qualitative Diary Research (QDR)
Interactive and subjective personal introspection
E-experiential research methods