Experiential Marketing; Case Studies in Customer Experience [1 ed.] 2020033993, 2020033994

Table of contents :
Cover
Half Title
Endorsement
Title Page
Copyright Page
Table of contents
Illustrations
Perspectives on the sector
About the author
Preface
1 Customer experience in the technology sector
Learning outcomes
Company case 1: The GAFA – how the Big Four digital firms are leveraging digital and data to enhance the customer experience
Google
How did it all start? The story behind Google’s successful marketing strategy
Google’s quest for a relevant digital experience to drive revenue
Google’s consumer-centricity and Internet user experience touchpoints
Leveraging technology and data to offer the perfect online search experience
Google’s challenges in the future: what’s next?
Apple
How did it all start? The story behind Apple and its successful marketing strategy
Apple’s customer experience guidelines
Apple’s consumer-centricity and customer experience touchpoints
Leveraging technology and data to offer a relevant customer experience
Apple’s challenges in the future: what’s next?
Facebook
How did it all start? Facebook’s story and successful marketing strategy
The social media experience according to Facebook
Facebook’s consumer-centricity and user experience touchpoints
Leveraging technology and data to offer a relevant social media experience
Facebook’s challenges in the future: what’s next?
Amazon
How did it all start? The story behind Amazon’s successful marketing strategy
What can companies learn from Amazon’s customer experience strategy?
Amazon’s consumer-centricity and user experience touchpoints
Leveraging technology and data to offer a perfect digital retail experience
Amazon’s challenges in the future: what’s next?
Questions for discussion
Company case 2: How did Netflix create the new TV experience?
How did it all start? The story behind Netflix’s successful marketing strategy
Netflix’s pursuit of the ultimate customer experience: a transformation of the online streaming landscape
Netflix’s consumer-centricity and customer experience touchpoints
Leveraging digital technology to offer the perfect Netflix experience
Netflix’s challenges in the future: what’s next?
Questions for discussion
Company case 3: An inside look at Uber’s customer experience
How did it all start? The story behind Uber’s successful marketing strategy
Uber’s pursuit of the ultimate customer experience: a disruption of the transportation sector
Uber’s consumer-centricity and ride-sharing experience touchpoints
Leveraging digital technology to offer the perfect ride-sharing experience
Uber’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video “Introducing concepts & tools”
2 How consumer goods firms are leveraging the customer experience
Learning outcomes
Company case 4: Coca-Cola and its new experience-led marketing strategy
How did it all start? Coca-Cola’s success story and marketing strategy
How is Coca-Cola designing the ultimate brand experience?
Coca-Cola consumer-centricity and consumer experience touchpoints
Leveraging technology and digital to offer an emotional customer experience
Coca-Cola’s challenges in the future: what’s next?
Questions for discussion
Company case 5: Nutella, the great delight experience
How did it all start? Nutella’s inspiring story and marketing strategy
How does Nutella elevate the customer experience and journey?
Nutella’s consumer-centricity and customer experience touchpoints
Leveraging technology and digital to offer the ultimate taste experience
Nutella’s challenges in the future: what’s next?
Questions for discussion
Company case 6: Milka, the art of the Swiss chocolate experience
How did it all start? Milka’s story and marketing strategy
How does Milka elevate the customer experience and journey?
Milka’s consumer-centricity and customer experience touchpoints
Leveraging technology and digital to offer the ultimate chocolate experience
Milka’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video “Introducing concepts & tools”
3 The customer experience in the retail sector
Learning outcomes
Company case 7: How has Macy’s reinvented the shopping experience?
How did it all start? Macy’s effective marketing strategy
How is Macy’s mapping the shopper experience and journey?
Macy’s consumer-centricity and customer experience touchpoints
Leveraging technology and omnichannel data to offer the complete retail experience
Macy’s challenges in the future: what’s next?
Questions for discussion
Company case 8: Walmart’s top priority: focus on the customer experience and digitized shopping
How did it all start? Tips from Walmart’s marketing strategy
How is Walmart transforming the retail experience?
Walmart’s consumer-centricity and retail experience touchpoints
Leveraging digital technology to offer a fluid customer experience
Walmart’s challenges in the future: what’s next?
Questions for discussion
Company case 9: How is Ikea advancing the experience of its customers?
How did it all start? The story behind Ikea’s successful marketing strategy
Ikea’s customer experience: what did Ikea get right?
Ikea’s consumer-centricity and customer experience touchpoints
Leveraging digital technology to offer a relevant retail experience
Ikea’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video “Introducing concepts & tools”
4 The customer experience in the food, tourism, and leisure sector
Learning outcomes
Company case 10: Disneyland, the fairytale experience
How did it all start? Walt Disney’s successful marketing strategy
How does Disneyland redefine the attraction park experience?
Disneyland’s consumer-centricity and customer experience touchpoints
Leveraging technology and data to offer a “magical” experience
Disneyland’s challenges in the future: what’s next?
Questions for discussion
Company case 11: Airbnb’s customer experience is revolutionizing the hospitality industry
How did it all start? Tips from Airbnb’s marketing strategy
How does Airbnb redefine the hospitality industry by putting the customer and his/her hotel experience at the center ...
Airbnb’s consumer-centricity and guest experience touchpoints
How does Airbnb leverage technologies and data to offer the ultimate experience?
Airbnb’s challenges in the future: what’s next?
Questions for discussion
Company case 12: How is McDonald’s improving the customer’s fast-food experience both online and offline?
How did it all start? The story behind McDonald’s successful marketing strategy
How does McDonald’s redefine the restaurant and fast-food experience and transform dining-out experiences?
McDonald’s consumer-centricity and customer experience touchpoints
McDonald’s use of technology and data to offer the ultimate online and offline customer experience
McDonald’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video “Introducing concepts & tools”
5 The customer experience in the luxury and fashion sector
Learning outcomes
Company case 13: How does Chanel create the ultimate luxury experience?
How did it all start? Chanel’s fairytale story and successful marketing strategy
How does Chanel offer a unique luxury experience?
Chanel’s consumer-centricity and customer experience touchpoints
Leveraging technology and omnichannel data to offer an emotional luxury retail experience
Chanel’s challenges in the future: what’s next?
Questions for discussion
Company case 14: Nike’s focus on digitized shopping as an integral part of its customer experience
How did it all start? Tips from Nike’s marketing strategy
How is Nike’s elevating the phygital retail and sports experience?
Nike’s consumer-centricity and retail experience touchpoints
Leveraging digital technology to offer the perfect sports experience
Nike’s challenges in the future: what’s next?
Questions for discussion
Company case 15: How is Estée Lauder advancing the beauty experience?
How did it all start? The story behind Estée Lauder’s marketing strategy
The cosmetics experience: what did Estée Lauder get right?
Estée Lauder’s consumer-centricity and customer experience touchpoints
Leveraging digital technology to offer a relevant cosmetics experience
Estée Lauder’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video “Introducing concepts & tools”
6 How B2B and consultancy firms are leveraging the customer experience
Learning outcomes
Company case 16: General Electric and its new experience-led strategy
How did it all start? General Electric’s success story and marketing strategy
How is General Electric transforming the B2B customer experience?
General Electric’s B2B consumer-centricity and touchpoints
Leveraging technology and digital to offer a great B2B customer experience
General Electric’s challenges in the future: what’s next?
Questions for discussion
Company case 17: Accenture, the great consultancy experience
How did it all start? Accenture’s story and strategy
How does Accenture elevate the B2B customer experience and the client journey?
Accenture’s customer-centricity and B2B experience touchpoints
Leveraging technology and digital to offer the ultimate B2B experience
Accenture’s challenges in the future: what’s next?
Questions for discussion
Company case 18: NASA, the art of the space experience
How did it all start? NASA’s story and marketing strategy
How does NASA elevate the customer experience and journey?
NASA’s consumer-centricity and customer experience touchpoints
Leveraging technology and digital to offer the ultimate space experience
NASA’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video “Introducing concepts & tools”
7 The customer experience in the banking and insurance sector
Learning outcomes
Company case 19: How is Geico improving the insurance experience?
How did it all start? The story and the marketing strategy of Geico
Geico’s quest for a relevant customer experience to drive revenue
Geico’s consumer-centricity and customer experience touchpoints
Leveraging technology and data to offer the perfect insurance experience
Geico’s challenges in the future: what’s next?
Questions for discussion
Company case 20: How is Wells Fargo transforming the customer experience?
How did it all start? The story behind Wells Fargo and its marketing strategy
Wells Fargo’s pursuit of the ultimate customer experience
Wells Fargo’s consumer-centricity and customer experience touchpoints
Leveraging digital technology to offer the perfect customer experience
Wells Fargo’s challenges in the future: what’s next?
Questions for discussion
Company case 21: An inside look at Bank of America’s customer experience
How did it all start? The story behind Bank of America and its marketing strategy
Bank of America’s focus on the customer experience
Bank of America’s consumer-centricity and customer experience touchpoints
Leveraging technology and data to offer the perfect online and offline banking experience
Bank of America’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video “Introducing concepts & tools”
8 The customer experience in the media and communication sector
Learning outcomes
Company case 22: The New York Times, a new press experience
How did it all start? The New York Times’ story and strategy
How does The New York Times offer an immersive reading experience?
The New York Times’ consumer-centricity and reader experience touchpoints
Leveraging technology and data to offer a unique press experience
The New York Times’ challenges in the future: what’s next?
Questions for discussion
Company case 23: CNN transforms the media experience
How did it all start? The story and strategy of CNN
How is CNN transforming the media experience?
CNN’s consumer-centricity and viewer experience touchpoints
Leveraging digital technology and data to offer the ultimate news and media experience
CNN’s challenges in the future: what’s next?
Questions for discussion
Company case 24: Net-a-Porter offering the new magazine experience
How did it all start? The story behind Net-a-Porter’s marketing strategy
The magazine experience: what did Net-a-Porter get right?
Net-a-Porter’s consumer-centricity and customer experience touchpoints
Leveraging digital technology and data to offer a perfect magazine experience
Net-a-Porter’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video “Introducing concepts & tools”
9 The customer experience in the transportation sector
Learning outcomes
Company case 25: Amtrak, a new rail train experience
How did it all start? Amtrak’s success story and strategy
How is Amtrak designing the ultimate rail train experience?
Amtrak’s consumer-centricity and passenger experience touchpoints
Leveraging technology and digital to offer the perfect train experience
Amtrak’s challenges in the future: what’s next?
Questions for discussion
Company case 26: How is American Airlines elevating the flight experience?
How did it all start? American Airlines’ story and marketing strategy
How does American Airlines improve the customer experience and journey?
American Airlines’ consumer-centricity and customer experience touchpoints
Leveraging technology to offer the ultimate flight experience
American Airlines’ challenges in the future: what’s next?
Questions for discussion
Company case 27: Newark, the airport experience
How did it all start? Newark’s story and strategy
How does Newark Airport elevate the customer experience and consumer journey?
Newark’s consumer-centricity and customer experience touchpoints
Leveraging technology and digital to offer the ultimate airport experience
Newark Airport’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video: “Introducing concepts & tools”
10 The customer experience in the healthcare sector
Learning outcomes
Company case 28: Pfizer, customer experience as innovation
How did it all start? Pfizer’s beginnings
How does Pfizer leverage the customer experience to improve its revenues?
Pfizer’s consumer-centricity and customer experience touchpoints
Leveraging technology and data to improve the customer experience
Pfizer’s challenges in the future: what’s next?
Questions for discussion
Company case 29: How Circle Medical Group of California is bringing experience to the healthcare industry
How did it all start? The story and strategy of the Circle Medical Group of California
How does the Circle Medical Group of California redefine healthcare and the patient’s experience?
Circle Medical’s consumer-centricity and patient experience touchpoints
Leveraging technologies and data to offer the ultimate patient experience
Circle Medical Group of California’s challenges in the future: what’s next?
Questions for discussion
Company case 30: Essilor, the sight experience
How did it all start? The story behind the rise of Essilor and its global strategy
How does Essilor elevate the customer experience?
Essilor’s consumer-centricity and customer experience touchpoints
How Essilor uses technology and data to offer the ultimate experience both offline and online
Essilor’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video: “Introducing concepts & tools”
11 The customer experience in the arts and culture sector
Learning outcomes
Company case 31: How the Museum of Modern Art defined its customer experience to improve the visitor’s journey
How did it all start? The story of MoMA’s successful marketing strategy
MoMA’s quest for the ultimate art experience to drive revenue
MoMA’s consumer-centricity and visitor experience touchpoints
Learning touchpoints
Service and use touchpoints
Buying touchpoints
Leveraging technology and data to offer the perfect museum visitor experience
MoMA’s challenges in the future: what’s next?
Questions for discussion
Company case 32: How the Metropolitan Opera could attract new audiences by improving its customer experience
How did it all start? The story behind the Met’s successful marketing strategy
The Met’s pursuit of the ultimate customer experience
The Met’s consumer-centricity and customer experience touchpoints
Leveraging digital technology to offer the perfect Met Opera’s experience
The Met’s challenges in the future: what’s next?
Questions for discussion
Company case 33: An inside look at Broadway’s immersive show experience
How did it all start? The story behind Broadway’s successful strategy
How is Broadway elevating the customer experience?
Broadway’s consumer-centricity and audience experience touchpoints
Leveraging digital technology to offer the perfect show experience
Broadway’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video: “Introducing concepts & tools”
12 The customer experience in the sports, events, and entertainment sector
Learning outcomes
Company case 34: Cirque du Soleil, the ultimate entertainment experience
How did it all start? Cirque du Soleil’s successful strategy
How does Cirque du Soleil redefine the circus and entertainment experience?
Cirque du Soleil’s consumer-centricity and audience experience touchpoints
Leveraging digital technology to offer the ultimate experience
Cirque du Soleil’s challenges in the future: what’s next?
Questions for discussion
Company case 35: How Red Bull’s sporting events are transforming the event sector by focusing on the customer experience
How did it all start? Tips from Red Bull Events Sports’ marketing strategy
How do Red Bull’s sporting events redefine the event industry by placing the customer at the center of its strategy?
Red Bull’s consumer-centricity and customer experience touchpoints
How does Red Bull leverage technology and data to offer the ultimate customer experience?
Red Bull’s challenges in the future: what’s next?
Questions for discussion
Company case 36: The Super Bowl offers the ultimate sports experience
How did it all start? The story behind the Super Bowl’s successful strategy
How does the Super Bowl redefine the sports experience?
The Super Bowl’s consumer-centricity and customer experience touchpoints
Leveraging technology and data to offer the perfect online and offline sports experience
The Super Bowl’s challenges in the future: what’s next?
Questions for discussion
Author’s perspective on experiential marketing
Online video: “Introducing concepts & tools”
Index

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