顾客体验分析，customer experience engineering analysis

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1、TheEmotionofCustomerExperienceTheVenetianLasVegas,NVloucarboneminneapolis,minnesotawelive,eat,sleep,breatheandunraveltheriddlethatishumanexperienceforaselectgroupofclientswhowanttomanageexperience–andthevaluethatexperiencecancreate.atexperienceengineeringprogressiveautoinsuranceneededtopr

2、ogressProblem:hitabrickwalllargesthighriskautoinsurersoldthroughindependentagentsneedtoexpandbeyondagentstodirectcouldn’talienateagentsSolution:thinkingcustomerbackdistinctivecustomerexperiencedesignedandimplementedpilotexperiencesthatwererolledoutprogressiveautoinsuranceneededtoprogress

3、Outcome:mostprofitableautoinsurerfastestgrowingautoinsureragentgrowthinsteadofattritionhighestretentionratesIRVsInstantResponseVehiclesataccidentscenetrainedinlossandgriefrefreshmentscheckswrittenatthesceneassistanceandtransporttocarrentalphoneProgressivepluscompetitorsratequoteprogressiv

4、eautoinsuranceneededtoprogressClientsengineeringcustomerexperiencesmovefrom“makeandsell”to“senseandrespond”customerback(emotional/rationalbond)understandandleverageroleoftheunconsciousmindclueconsciousrigoroussystemstodevelopandmanageclues“Inbusinessafterbusiness,ourresearchhasshownthat6

5、0-80%ofcustomerswhodefectedhadsaidonasurveyjustpriortodefectingthattheywere“satisfied”or“verysatisfied”….FrederickF.ReichheldTheLoyaltyEffectWouldyourecommendtoafriendorassociate?ExtremelyunlikelyPromotersPassiveDetractors109876543210ExtremelylikelyNeutralFrederickF.ReichheldTheUltimateQu

6、estionhierarchyofcustomerbehaviorAdaptedFromJamesHaskett,Prof..HarvardBusinessSchoolsatisfactiongettingasmuchas,ormorethan,whatwasexpectedloyaltydevotingalargeshareofwallettorepeatpurchasesapostle-likebehaviorexhibitingahighdegreeofloyaltywhileconvincingotherstopurchasecommitmentdemonstra

7、tingloyaltywhiletellingothersofone’ssatisfactionownershiptakingresponsibilityforthecontinuingsuccessoftheofferingexperiencepreferencemodel™acceptanceNoDifferentiationpreferencePositiveDifferentiationrejectionNegativeDifferentiation-commodityzone+experienceStarbuck