Marketing 2 parts

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UnitVI_Presentation.pdf

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Unit VI:

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Extending Customer Experience and Value

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Table of Contents

Unit Lesson

References

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Glossary

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Unit VI: Extending Customer Experience and Value

The Customer Experience

The relationship between the consumer and firm has continued to become more dynamic with the continued surge of

social media, technology, and marketing strategy. Customers are also focused on the experiential value that they

experience with products and services. This is where marketers can start focusing on people, processes, and presence.

This makes it more challenging for marketers, as they must create meaningful exchange in the service experience.

According to Tuten (2020), service is defined as “a transaction in which service providers use resources such as skill and

experience to benefit customers, but in which no physical goods are transferred from seller to buyer” (p. 318). A service is

something that cannot be seen or touched; it is intangible. Because of this, it makes it more difficult for consumers to make

effective decisions when reviewing multiple alternatives. A service can be viewed as an experience, which can be a

momentary process or an episode that can range from simple to complex.

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Although moments and episodes can both bring value to the consumer, the ability to experience friction can still occur.

Friction occurs whenever a consumer sees depreciation in the overall value of the experience with a brand (Tuten, 2020).

Accordingly, there are five components of friction that can erode the experience; they include processes, technology,

knowledge, engagement, and the ecosystem (Tuten, 2020). The goal of any brand should be to alleviate the potential for

friction as it pertains to the aforementioned components.

5 Components of Friction

Creating is the process of identifying offers with value through collaborating with suppliers, distributors, and customers.

Delivering is the process of moving those offerings to the customers in the most valued way.

Communicating is the two-fold process of broadly describing those offerings as well as continuing to learn from customers.

Exchanging is the process of trading something of value from the customer to the seller for those offerings.

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Click to Reveal

Processes

Technology

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Technology

Knowledge

Engagement

Ecosystem

Click the terms on the left to learn more information.

Steps that are taken to achieve an end goal

A collaboration of scientific processes, techniques, and skills that are used to produce goods and services

Using education, experience, skills, and information to enhance the understanding of a topic or subject

Arranging a meeting to do something at a certain time and place

When biological entities interact with their physical environment

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Unit IV: Products, Services, and Price

Impact of People on the Marketing Mix

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People have a significant impact on the marketing mix. Their influence can come from the perspective of employees or customers. Employees and customers all have certain behaviors, bias, beliefs, and attitudes that impact the marketing mix and the service experience. In services where high contact is exhibited, the employee can be seen as the representative of the brand. In a more traditional environment, it is important for a firm to provide the training that is necessary for employees to bolster desirable personality characteristics, communication skills, personal presentation, empathetic actions, knowledge surrounding the company, and anger management.

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Unit IV: Products, Services, and Price

Processes With technology having a stronger presence throughout the business environment, it is altering the interaction of relationships in the marketing realm. Newer technologies have allowed for apps, automation, machine learning, and artificial intelligence to guide the relationship between the product and consumer. As processes reduce human interaction, it is likely that this will be one of the greatest contributors to friction between a firm and a consumer.

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One big frustration for consumers is being directed to an automated phone line. On a survey done by Groshek et al. (2016), it was found that that 90% of their 1,321 customers wanted to speak with a live agent on the phone. It is also interesting to note that during this experience of speaking with automated phone lines, only 3% of users actually like using these when interacting with a business or firm (Groshek et al., 2016). It is important for marketers to analyze this process using a technique called blueprinting. Blueprinting allows an organization to identify friction, reduce unnecessary steps in a process, explore more positive opportunities, and improve the end outcomes (Tuten, 2020).

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Unit IV: Products, Services, and Price

Presence

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Firm presence has the ability to influence the marketing mix and the elements of intangibility. When a firm’s products or services are intangible, it can rely on the brand name, logo, color choices, and other possible symbols that could give connotative meaning (Tuten, 2020). There are also many other cues associated with product or service presence. These could include store ambiance, layout of space, signs, and artifacts. Starbucks is a very good example of a product/service that is able to use all of the aforementioned in promoting their brand. Their stores are unique throughout the world, and their iconic logo is a global masterpiece. Starbucks has continued to grow their presence throughout the world by continuing their expansion into notable countries such as Italy, Vietnam, and Colombia (which could be considered hypercompetitive for retail coffeehouses).

Conclusion It is important to understand the impact of people, processes, and presence. When being able to integrate these three components into a marketing strategy, it allows a firm to create a more desirable customer experience when adopting a product or service.

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References

Groshek, J., Cutino, C., & Walsh, J. (2016, April 7). Customer service on hold: We hate phone menus and don’t

trust virtual assistants like Siri. The Conversation. https://theconversation.com/customer-service-on-hold-we-hate-phone- menus-and-dont-trust-virtual-assistants-like-siri-51017

Tuten, T. L. (2020). Principles of marketing for a digital age. SAGE.

https://bookshelf.vitalsource.com/#/books/9781526485359

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Unit Glossary

Blueprinting Allows an organization to identify friction, reduce unnecessary steps in a process, explore more positive opportunities, and improve the end outcomes. Service A transaction in which service providers use resources such as skill and experience to benefit customers, but in which no physical goods are transferred from seller to buyer.

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(Tuten, 2020)

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