دانلود کتاب Experiential Marketing; Case Studies in Customer Experience

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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