Chapter Four The Customer Experience and Value Creation

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1 Chapter Four The Customer Experience and Value Creation

2 The Customer Experience and Value Creation
The total customer experience Mass collaboration Life-cycle cost and customer value Price performance, perceived benefits, emotional benefits, transactional costs and value creation Identifying value drivers

3 客戶價值(顧客認知價值) 顧客經由比較一項產品的所有利益或優點，與獲得該產品的所有成本之差距。

4 客戶價值(Customer Value) 我們如何創造客戶價值? 什麼是客戶價值 (Customer Value )?
客戶價值 =利益 – 成本 我們如何創造客戶價值? 產品優點 客戶價值 服務利益 價格& 其他成本 品牌利益

5 如何創造客戶價值： 增加客戶「利益」的策略
為什麼發現客戶利益很重要? 方法: 當一天客戶 移情設計 “領先使用者”分析 跟著訂單走 肯納方法(以客戶觀點為主的產品設計)

6 The Total Customer Experience
Purchase Experiences Information Gathering Prioritizing Needs Understanding Alternatives Order Placement and Payment Usage Experiences Delivery & Installation Product Usage Product Maintenance Product Repair Replacement Experiences Product Upgrades Returns and Warranty Product Replacement Product Disposal

7 Leveraging Lead User Experiences
Lead Users New Benefits Product Development Customer Experience

8 Figure 4-7 Reverse Innovation – Invent to Order

9 Mass Collaboration and Value Creation
Figure 4-9 Mass Collaboration and Value Creation

10 如何創造客戶價值： 減少客戶「成本」的策略
減少產品各項成本…支付價格,取得成本,使用成本,擁有成本,維護成本,處置成本

11 Defining Life-Cycle Cost
Price Acquiring Ownership Disposal Paid Cost Cost Cost Economic Value = Competing Product’s – Our Product’s Life-Cycle Cost Life-Cycle Cost

12 Life-Cycle Cost and Economic Value
Figure 4-10 Life-Cycle Cost and Economic Value

13 Sources of Economic Benefit and Value Creation
Figure Sources of Economic Benefit and Value Creation

14 物超所值的策略 我們要如何量化產品的績效? 相對績效 相對價格 相對客戶價值 產品績效 平均績效 產品價格 平均價格 相對績效 – 相對價格

15 買烤麵包機

16 Customer Value and Relative Performance
Figure 4-17 Price-Performance Value Map Customer Value = Relative Performance – Relative Price

17 Perceived Benefits and Value Creation
Types of Perceived Benefits Product Benefits Service Benefits Brand/Company Benefits

18 Value Of Perceived Benefits
Figure 4-23 Customer Value and Value Map

19 Conjoint Analysis and Value Drivers
Figure 4-28 Alternative Flooring Systems

20 Conjoint Analysis and Value Drivers
Figure 4-29 Preference Curves for Flooring System Attributes

21 Value Drivers and Positioning
Figure 4-30 Customer Preferences and Customer Value

22 Review The total customer experience Mass collaboration
Life-cycle cost and customer value Price performance, perceived benefits, emotional benefits, transactional costs, and value creation Identifying value drivers

23 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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