喜达屋sce培训学习.pptxVIP

What consumers want now is an emotional connection. They want to be able to connect with whats behind the brand, whats behind the promise…. 现在的顾客需要的，是一种情感上的联系，他们渴望触摸到品牌背后、承诺背后的微妙感受 第1页/共55页 Customers not going to buy simply rational. They feel the world through their senses, the five senses, and thats whats important…. 顾客的购买意欲并不只是来自理性的判断，值得重视的是他们是通过感性认识，即五官感受来感知周遭世界。 第2页/共55页 The brands that can move to that emotional level, that can create loyalty beyond reason, are going to be the brands where premium profits lie.... 打动顾客内心情感并带来超越理性的忠诚的品牌才能成功创造丰厚的回报。 Kevin Roberts, CEO Worldwide, SAATCHI SAATCHI 盛世国际总裁，凯文罗伯兹 第3页/共55页 Workshop Outline课程纲要 The ‘Emotional’ Customer 感性的顾客 Experience Clues 顾客体验的暗示 Engineering ‘On Brand’ Experiences 构建品牌体验 Mapping The Experience 绘制体验蓝图 Improving Experience Metrics 提升体验标值 第4页/共55页 Workshop Outcomes课程结果 Sensitized to Clues that impact Customer Experience 敏锐感知影响顾客体验的暗示 Equipped with practical ideas and tools to Engineer ‘On Brand’ Experiences 装备切合实际的观念和工具，构建符合品牌精神的体验 Linked SCE implementation with measurable business outcomes 建立SCE实施成效与可衡量经营成果间的联系 第5页/共55页 Customers Cannot NOT Have An Experience 顾客不会毫无体验 How random or managed is the experience we’re delivering? 对顾客体验是采取放任自流的态度，还是对其精心设计并认真实施？ 第6页/共55页 “ … orchestrating the signals produced by products, services, and the environment… to produce a specific customer impression.” “……融合产品、服务和环境给顾客带来的各种体验元素，演绎出一段特殊的顾客体验” Lewis P. Carbone Author “Clued In” ”CLUED IN“ 一书作者，刘易斯卡邦 SCE Engineering ‘On Brand’ Experiences SCE– 构建符合品牌精神的体验 第7页/共55页 Experiential Value 体验价值 how customers feel about themselves 顾客如何感知自我 Brand Value 品牌价值 the value of the brand to the Company 品牌对公司的价值 Brand Loyalty 品牌忠诚 preference, commitment, and advocacy 喜好、承诺、拥护 Financial Performance 财务业绩 profit, valuation, strength 利润、价值、实力 Management Of The Experience Is Where Real Customer Value Is Created 实现顾客的真实价值来自顾客体验管理 第8页/共55页 Brand management is focused on how customers feel about the company. 品牌管理 侧重于顾客 对公司