29 Ocak 2012 Pazar

Müşteri Deneyiminin Altı Bileşeni

Müşteri Deneyiminin 6 bileşenini John R. Dijulius'un kaleminden aynen paylaşıyorum. Alt tarafta da her bir bileşen için örnekelr yer almaktadır.

1. Physical: Deals with the actual brick-and-mortar component of your operation. These are the physical elements that are more permanent or long term, that cannot be changed daily.
2. Setting: Refers to the controllable setting you create daily. As Disney says, “Everything speaks from the doorknobs to the dining rooms sends a message to the guest.” The setting communicates a message about what you can provide your customers. This isn’t always visual, it may be the music your customers hear when they call and are placed on hold or the mood your web site creates. The setting reveals the characteristics of your business as they appeal to the five senses of your customer: sight, sound, smell, touch, and taste.
3. Functional: Refers to the ease of doing business with you-return policies, hours of operations, and other factors. Functionality has nothing to do with human interactions, such as being pleasant or saying please or thank you.
4. Technical: Refers to your staff ’s level of expertise in their particular skills and in the company’s systems and equipment, such as product and job knowledge. Again, this has nothing to do with whether they are nice.
5. Operational: Refers to the actions that team members must execute behind the scenes before, during, and after a customer’s experience. These actions assist in the day-to-day transactions with customers, the tasks, compliances, and duties of our jobs.
6. Experiential: Refers to the actions that team members execute while interacting with the customer. Those actions that make the customer say “WOW!” The customer is delightfully surprised. Experiential actions are the reason why customers return, refer others, and become brand evangelists. These include Secret Service, personalization, anticipating customer’s needs, and others

Fiziksel : Tuğla&harç, bina, mimari, lokasyon, tasarım, tabela, zemin kaplamaları
Dekor : Tema, ışıklandırma, ses sistemi, ürün yerleşimi
Fonksiyonel : Politikalar, çalışma saatleri, ulaşım kolaylığı, çalışma kolaylığı, güvenlik. ödeme seçenekleri
Teknik : Çalışan tecrübesi, Teknolijinizin hızı, teknik ekipman, kullanılan yazılımlar, ürün bilgisi
Operasyonel : Günlük işler, temizlik, görevler, telefonları cevaplama, iş tanımları, evrak işleri
Deneyimsel : Misafirperverlik, müşteri kazanımı, müşteriye ismiyle hitap, sunum, yardımcı olma isteği , özellikleri hatırlama, kişiselleştirme

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