Customer experience management : Marketing Management:- VPmarketing

Customer experience management

What is customer experience management and why it is necessary in today's world

Initially will study about need want and desire

Need want and desire are the basics of market

What is the need 

need can be described as human requirement

Need is natural

We need food when we are hungry

We need water when we are thirsty

Apart from food water and shelter we have some other needs like cultural needs, live in society with others, 

Need is reoccurring

When we are thirsty we drink water after sometime again we need water because we are again thirsty

Same goes for food and hunger

frequency of need may change depending on the situation like summer season winter season for drinking water need

Need is primary motive

From the need everything starts

Now want

Need becomes want when it is directed towards specific object

I need food

Here I have not specified anything any object

If I specify burger

Then we say I want a burger 

we don't say I need a burger

I need food but I want burger

I also can say a I want a specific brand burger from specific shop

After want we have desire

I want to burger but whether I have capacity  purchase a burger shows desire and demand for the burger

In order to demand for a burger I must have ability to pay a burger, willingness to pay for a burger and consume

Is Burger affordable to me

Is Burger available for purchase

Is specified brand of burger is available

Two things are important ability to pay and willingness to to purchase a product

This willingness of a customer is the basis for the modern day marketing

Many times for marketing management we can say it's a demand management

Marketing job is not to create need

Need is there

Marketing function is to offer a specific product at a certain price where need is and at the time when need exist

Marketing function is to improve the willingness of a customer to buy a product

We have 2 things in desire that is ability and willingness

We cannot do to much about ability but we can do you a lot about willingness of customer to buy a product

Customer is very important element in the marketing

Marketers job is to be build long term association with customer and his need

When we are hungry and we are asking about specific brand of a burger to satisfy our hunger it's called association of that product with the customer

Sometime this association is so strong that be we call that brand very often to satisfy our need

Example Colgate nirma parle good night etc

In this way customer keep on purchasing that product through its lifetime and become loyal customer

It has also importance in customer lifetime value concept

In such cases customer want to purchase only that specific brand otherwise he refused to purchase another product

Earlier products used to have lot of differentiation but nowadays most of the products are similar features because nowadays companies are immediately copying features of other brand

nowadays most of the cars have similar features earlier they used to have very different feature and look

Earlier 2 different car used to have very different specifications and looks

Earlier people used to prefer large cars but nowadays small and delicate cars are in demand so there is a change in preference and taste

Earlier production used to be very simple and life used to be very simple but nowadays life has become difficult due to two product complexities

It has happened because of more choices of product &  services

Earlier we used to have 5/6 option but nowadays we have 50/60 options

Customer experience management

It is managing strategically customers entire experience with the product and Company

When customer purchase a product and customer uses that product

Here use of the product can be considered as experience with that product

The time customer spend with the product that time can be considered as experience with that product

When somebody ask you how was a burger

You tell them about the the entire experience with that burger more specifically test of the burger

When it is asked to the people about product 70% people said product as a commodity

Commodity is is basic features that will satisfy your need

There can be differences between two brands but commodity features will remain intact

When we can categorise commodity product when at least they have basic required features

When we are selling burger basically that burger should look like a burger and hello basic ingredients of burger

now a days difference between two brands are very less so it's difficult for marketing manager to sell their product as a different product than others

If you want to sell a car nowadays all cars have similar features so how can marketing manager sale his car is better and superior than other cars

After 8 to 10 years for differentiation will be minimal

There will be hardly any differentiation between two competitors products

Nowadays it's very difficult to recognise which model which brand of a car by just looking at at one glance you have to closely watch and read the logo of the car manufacturing company

Nowadays marketers are using relationship management to influence customer and their experience with the product

Customer is very valuable asset we have as a marketer

While purchasing and using product customer is is experiencing and maintaining relationship with the product

At the time of paying for a product there is relationship as a value for a  cost inaccured for customer

If a marketer sale a burger for 400 rupees people will not have ability to purchase at 400 rupees so this experience will be bad and ability to purchase will not be there

Before 40 years it was difficult to imagine a seller burger in countries like India because of cultural obstacles and food habits

Nowadays it is well accepted by customers in India

Apart from product customer experiences following things

Price of the product

promptness of the availability of the product

Hygiene of the product

Image of the product or brand

Evaluate promptness of services of the product

When we purchase a car the basic function is transportation

customer purchase a car for transportation to go from one place to another place

But which brand or company ka you select gives you image

That image is associated with the customer

It is different for Tata and maruti Suzuki and different for Mercedes and BMW

We consider person driving a Mercedes or BMW as a Very Rich person but not what has that same image with a person driving Tata aur maruti Suzuki car

Why customer wear 1 lakh /2 lakh rupees watch because that what is carrying image but the function will remain same to to tell you the time and date

What is the function of manager in in marketing experience management

Answer is to provide the basic product but along with it it also provide 

promptness of the service

Good image

Price

Availability

Accessibility

Example burger

It should be tasty hygienic prompt and services

Like selling detergent they will tell you do it will clean , it will remove dust, close will be brighter, colour will remain intact

However they will also add that it will clean the cloth within record time with in fraction of second

Techniques of customer experience management

Selling technique

Many marketers have develop new techniques for selling as per their culture of nation

First technique is

Analyse the experiential world of customers

Get to know customers need wants and lifestyle

We should able to understand real requirement/ need/want of the customer

Example of burger

Customer want it At least price, hygienic tasty cleanliness prompt service within few minutes, smiling faces at the counter, waiter asking for order and giving information, happy environment, good on the counter service, 

Normal shopkeeper will not take such measures.

Technique 2

Build the  experience platform

Build customer expectations

Bil customer expectation to a certain extent where you can satisfied those expectation

Market committee more and deliver less then customer will be dissatisfied

Many a times detergent advertisement shows that a cloth with lot of dust if you dip in a a detached water and remove it immediately it will be clean and white but such things don't happen in real life so customer dissatisfy

Do not build customer expectation that you cannot reach

Technique number 3

Design brand

 the superior features and quality of the product uniform

also communicate the quality of the product and standard of the product

Step number 4 technique number 4

Structure the customer interface

All intangible such as ordering delivery attitude behaviour, reactions of the customer

These are also called as customer touch points

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Step number 5 technique number 5

Continue experiential innovation

Anything that can improve customers on viewpoint on your products and services

Because we increase 5/6 counters also use sophisticated equipments so I get my burger within five minutes then earlier half an hour

Conclusion of the lesson

General rules of CEM 

customer experience management

apply the following rules of CEM for better marketing approach and results

Provide product information to the customers

New customer friendly atmosphere

Provide maximum convenience to the customer

so earlier we used to think marketing about selling but now we realise that there are lot of things apart from selling like customer convenience,  promptness, related services, quality, after sales service, user friendly and customer friendly

Marketing basically is to play human mind in psychology and human attitude and human tendencies