BU1006Lecture1Introduction外文文献.pptVIP

* The dimensions of “customer experience” that all aspects of a business must organised around are: Schmitt’s 5 parts approach (2003) (to be used in the “Full Design Proposal” assignment): The sensory components – appeals to sight, sound, taste, smell The affective components– experience that centres on feelings and emotions The cognitive components – a focus on what people think and know , their intellectual activities The behavioural component -what people do , their actions– physical activity The relationship component – social interaction is the main element, how people relate to one another * Criticisms Challenges Challenges to the idea of emphasising experiences: 1. It does not apply to all businesses and is not about the real money side of business 2. Creating experiences in business encourages alienation, artificiality 3. The emphasis on experiences encourages more consumption and is therefore not sustainable * Criticisms and challenges 4. The emphasis on managing the customer experiences is nothing more than marketing * Replying to the challenges What are our responses? Some responses are: Schmitt argues that experience makes us focus on the consumer and not the business doing the selling This should alert us to ethics and the values of customers and communities, a path to more sustainable operation The foundation ideas come out of business schools –it would be odd if they did not have a leading business and revenue advantage * Back to some BU1006 subject issues It is good to be reflective – we can learn and reflect on our own university experiences as a stimulus to understand this subject and improve our understanding by reading more on the contents of the subject As we advocate managing the customer experience we should manage our own world of experiences: experiences are the core of social and business life * Key words Students should absolutely know these terms using this POWERPOINT The experience economy Customer experience F