1st Edition

Experiential Marketing Consumer Behavior, Customer Experience and The 7Es

By Wided Batat Copyright 2019
    302 Pages 42 B/W Illustrations
    by Routledge

    302 Pages 42 B/W Illustrations
    by Routledge

    Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty?

    In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix." She introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process); a tool that focuses on the consumer as a starting point in marketing strategies. By using these, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences. Batat argues that a traditional product-centric should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic.

    Experiential Marketing is a guide to building experiences consumers cannot forget. It will be of interest for CEOs, brand managers, marketing and communication professionals, students, and anyone eager to learn more about how to design the ultimate customer experience in a new phygital. In this book, Professor Batat combines theory and practice and gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es of the new experiential marketing mix, and the challenges for the future.

    List of Figures

    List of Tables

    List of Mini-Cases

    List of Theory Boxes

    Introduction

    PART I: CUSTOMER EXPERIENCE MARKETING: BACK TO ORIGINS

    CHAPTER 1: FOUR KEY CHANGES IN CONSUMER BEHAVIOR: DIGITAL EMPOWERMENT, EMOTION, AND POSTMODERNISM 

    Digital transformation and its impact on consumption

    Drivers of digital transformation

    Digital transformation challenges and opportunities for brands?

    The making of the empowered consumer

    What is consumer empowerment?

    What are the pillars of consumer empowerment?

    How is the empowered consumer driving new brand opportunities?

    The key role of emotion in the consumer brand experience

    Defining the notion of "consumer emotion" and its typologies

    The role of employees as emotional motivators

    Emotional branding through the Consumer Experience

    Postmodernism and the transition to experiential consumption

    From modernism to postmodernism

    The rise of the postmodern consumer society

     

    CHAPTER 2: THEORETICAL UNDERPINNINGS FOR CUSTOMER EXPERIENCE MARKETING: ORIGINS, CUSTOMER JOURNEY, AND EXPERIENCE TOUCHPOINTS

    Customer experience: from philosophy to marketing

    The concept of "experience": what are we talking about?

    What is customer experience?

    Theoretical underpinnings for customer experience

    Experience touchpoints through customer journey

     

    CHAPTER 3: A FRAMEWORK FOR CONCEPTUALIZING CUSTOMER EXPERIENCE MARKETING: DRIVERS, MARKETS, AND OUTCOMES

    Drivers of customer experience marketing

    Idiocentric drivers of customer experience

    Allocentric drivers of customer experience

    Markers of customer experience marketing

    Customer experience is holistic

    Customer experience is cumulative

    Customer experience is subjective and personal

    Customer experience is an assemblage

    Customer experience is contrasting

    Outcomes of customer experience marketing

    Value

    Transformation

    Competency

    Memorability

     

    PART II: THE NEW EXPERIENTIAL MARKETING MIX (7ES)

    CHAPTER 4: EXPERIENCE: EXPERIENCE TERRITORY MATRIX (ETM), STAGES, AND EXQUAL TOOL

    Experience Territory Matrix (ETM)

    Enchantment territory

    Re-enchantment territory

    Enchantment gap territory

    Disenchantment territory

    Stages of customer experience

    EXQUAL tool

     

    CHAPTER 5: EXCHANGE: CO-CREATION AND COLLABORTATION MARKETING

    Co-creation as value-in-exchange in customer experience

    Customers as employees

    From service-dominant logic to experience-dominant logic

    Collaborative marketing: the art of putting consumer to work

     

    CHAPTER 6: EXTENSION: EXPERIENCE CONTINUUM AND INTRA/EXTRA-DOMESTIC EXPERIENCES

    Experience continuum

    Intra- and extra-domestic experiences

     

    CHAPTER 7: EMPHASIS: BRAND CULTURE EMPHASIS AND STORYTELLING

    Brand culture emphasis

    From brand content to brand culture

    The theory of brand culture

    Storytelling

    Transforming a brand’s positioning into a storytelling

    The hero’s journey

    CHAPTER 8: EMPATHY CAPITAL: EMPATHY CONCEPT, EMPATHY EXPERIENCE, AND EMPATHY CAPITAL FORMATION

    The empathy concept

    What does empathy mean?

    Empathy: origins and evolution

    Empathy and areas of confusion

    The forms of empathy

    Empathy in customer experience

    Definition

    Empathy experience functioning

    Components of empathetic customer experience

    Empathy in experience marketing-mix

    Empathy capital formation

    Empathy map

    McLaren’s empathy model

     

    CHAPTER 9: EMOTIONAL TOUCHPOINTS: FROM TOUCHPOINTS TO EMOTIONAL TOUCHPOINTS AND EMOTIONAL TOUCHPOINTS TOOLKIT

    From touchpoints to emotional touchpoints

    Emotional touchpoints toolkit

     

    CHAPTER 10: EMIC/ETIC PROCESS: EMIC/ETIC PERSPECTIVE AND SOCIOCULTURAL CUSTOMER JOURNEY

    Emic and etic perspectives in experience marketing-mix

    Emic and etic perspectives: origins and definitions

    Emic and etic perspectives in consumer research

    Emic and etic perspectives through CCT lenses

    Cultural mapping of customer journey: emic/etic perspective

     

    PART iii: FUTURE CHALLENGES IN CUSTOMER EXPERIENCE DESIGN

    CHAPTER 11: PHYGITAL CUSTOMER EXPERIENCE: DEFINITION, CHARACTERISTICS, TYPES, AND KEY SUCCESS FACTORS

    What does phygital customer experience mean?

    Characteristics of phygital experiences

    Typologies of phygital experiences

    Connected experience

    Web experience

    Virtual and augmented reality experience

    Socio-digital experience

    Re-creative digital experience

    Cyborg experience

    Tools to design phygital experiences

    Web 3.0

    Interactive and collaborative digital tools

    The flow tool

    Key success factors

    The use of virtual agents for immersion and interaction

    The importance of efficiency

     

    CHAPTER 12: STORYLIVING, THE FUTURE OF CUSTOMER EXPERIENCE DESIGN: FROM STORY TO ACTION AND STORYLIVING STRATEGIES

    From story to action

    Storyliving strategies

     
    CHAPTER 13: CUSTOMER EXPERIENCE RESEARCH METHODS: EXPERIENTIAL AND E-EXPERIENTIAL RESEARCH METHODS

    Experiential research methods

    Projective techniques

    Qualitative Diary Research (QDR)

    Ethnography

    Interactive and subjective personal introspection

    E-experiential research methods

    Netnography

    Mobile self-ethnography

     

    Conclusion

    References

    Index

    Biography

    Wided Batat is a marketing professor and an internationally renowned expert and speaker on experiential and digital marketing specialized in the fields of retail, luxury, food, well-being, youth cultures, generation Z&Y, Millennials and post-Millennials, and tourism. She has published dozens of books in English and French, and articles in top-tier academic journals that have received several awards. Professor Batat introduced an innovative and disruptive approach to global and digital customer experience by providing a strategic framework of the customer experience offline and online and the new experiential marketing mix (7Es). Entrepreneur, Professor Batat is also a bilingual (French and English) international professional trainer and the founder of B&C Consulting Group, an innovative market research and consumer insights company specialized in global and digital customer experience design, buying behavior, and consumer trends.

    "There is a much-needed introduction and review of ways in which the consumption experience carries profound implications for marketing practice. I especially appreciate the book's development of the experiential marketing mix and its scholarly grounding in an insightfully elaborated formulation of the essential experiential concepts via case examples and reviews of the relevant literature (including a timely awareness of the emerging physical-&-digital or 'phygital' consumption context)."

    -- Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business Columbia University

     

    "It’s very clear that in today's Experience Economy marketing must change. The old ways of thinking, while good for its time, no longer cut it. It is therefore great to see Wided Batat’s new book take on the 7Ps of the old marketing mix and replace them with the 7Es, each one focused on thinking experientially. All marketers should read this book and then change their approach to generating demand that fits in with a time when experiences have become the predominant economic offering."

    -- B. Joseph Pine II, co-author, The Experience Economy

     

    "Definitely one of the most powerful treatments of the subject to date. A book full of wisdom. Anyone who is serious about customer experience will find it indispensable. Wided Batat’s book is an incredibly valuable resource for anyone seeking to navigate the complexities of the customer experience."

    -- Markus Giesler, Director, Big Design Lab, York University

     

    "As both a journalist and a consumer, I find it difficult to keep up with the many changes taking place in the business world and specifically in marketing. I appreciate that Wided Batat has decided to explore those changes head on in her new book Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es. So much of what we hear about these days is 'experience over product,' so the timing couldn’t be better for a book on this topic. I look forward to adding it to my reference collection for future stories."

    -- Elizabeth Garone, Journalist, The Wall Street Journal and BBC Capital

     

    "Nice structure. The content is certainly relevant for the digital age. The overall concepts seem right and seem to be useful for managers."

    -- Bernd Schmitt, Author, Customer Experience Management