MRKT 354 Lecture Notes - Lecture 4: Netflix Prize, Prosumer, Ge Capital
6 Dec 2017
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Chapter 4 the customer experience and value creation superior experience . Only 8% of customers describe their experience as superior, however, 80% of companies believe they offer. Understanding the total customer experience gives a business the opportunity to discover sources of customer frustration/disappointment. Customer satisfaction depends on all 3 stages. Effective way to improve recognition of customer desires and needs is to become the customer. When asked, customers do not mention the frustrations they encounter important to observe customers" actual experiences. Ex: honda"s effort to improve customer value includes observing customers" actual experiences took videos of customers loading groceries into trunk to improve trunk design. Empathetic design an observational approach to understanding customer needs and discovering problems that customers commonly encounter in acquiring, using and disposing of a product. Gives a business an opportunity to learn more about the customer"s usage experience (but alone does not provide full insight into tce) ex: filming customer product use (honda)
