ATENDIMENTO - GESTÃO da EXPERIÊNCIA do CLIENTE

Understanding Customer Experience Management

The Evolution of Marketing

• Professor Ricardo Bairros introduces the topic of customer experience management, emphasizing its growing importance in marketing.

• He highlights a shift from merely delivering services to creating memorable experiences for customers, using the example of gourmet hot dogs versus regular ones.

Value Perception and Experience

• Bairros discusses how experiences can significantly enhance perceived value, illustrated by the example of assembling an iPhone from original parts in China.

• He explains that while Apple products are made from the same components as others, the brand's logo adds substantial perceived value.

Differentiating Cost, Price, and Value

• The professor stresses the need to differentiate between cost (producer's perspective), price (consumer's perspective), and value (subjective perception).

• He uses a pen as an example: if it costs R$5 to produce but is sold for R$7, consumers may feel it's a fair price unless they know more about production costs.

Brand Influence on Consumer Behavior

• Bairros shares observations from European stores where high-end brands like Nike and Adidas have low production costs yet command high prices due to brand perception.

• He notes that knowledge of production costs can alter consumer perceptions of value significantly.

Subjectivity of Value

• The discussion continues with examples illustrating how personal connections or stories behind items can drastically change their perceived value.

• A story about a pen owned by Michael Jackson exemplifies how celebrity association can inflate perceived worth beyond its actual market price.

Conclusion on Perception Dynamics

• Bairros concludes that cost is objective from a producer’s viewpoint, price is objective from a consumer’s viewpoint, but value remains subjective based on individual perception and context.

Understanding Subjective Value and Utility

The Concept of Utility in Economics

• The speaker introduces the concept of utility, emphasizing its subjective nature in personal economics.

• An example is provided using a pen priced at R$10, illustrating how perceived value changes with discounts.

• A comparison is made with a Ferrari priced at R$2.5 million, highlighting that a R$5 discount feels insignificant compared to the overall price.

• The discussion emphasizes that utility is not just about objective measures but also involves perception and context.

• The idea of marginal utility is introduced, explaining how additional income affects perceived value differently based on prior earnings.

Perception of Value and Customer Loyalty

• The speaker asserts that value is subjective; creating value for customers enhances their experience and loyalty.

• Understanding customer preferences leads to better product offerings, fostering brand loyalty as customers perceive higher value in familiar brands like iPhone.

• Personalized service and authenticity are highlighted as key factors in modern marketing strategies aimed at increasing customer engagement.

Authority and Feedback in Marketing

• Authority in social media can be misleading; it often relies on charisma or financial backing rather than product quality.

• Soliciting customer feedback is crucial for improving products; more feedback indicates better understanding of customer needs.

Relationship Marketing Strategies

• Relationship marketing focuses on retaining existing customers rather than acquiring new ones, which is often more cost-effective.

• Building long-term relationships with satisfied customers can lead to increased loyalty and profitability for businesses.

Pricing Strategies: Anchoring Effect

• Luxury brands use anchoring tactics by presenting high-priced items to make other products seem like bargains (e.g., expensive wines).

Understanding Value Perception in Pricing

The Concept of Value vs. Cost

• The perception of value can shift dramatically based on context; a product priced at R$ 3,000 may seem expensive, but when compared to R$ 30,000, it appears more affordable and valuable.

• Luxury items often utilize unique materials (e.g., alien leather with carbon nanoparticles) that enhance perceived value beyond mere cost considerations.

• A simple example illustrates this: if a pen costs R$ 1 to produce and is sold for R$ 2, the perceived value can increase significantly with added incentives like free gifts.

Enhancing Perceived Value Through Promotions

• Offering additional products (like a charger worth R$ 10 for free with a pen purchase) creates an impression of getting more value for less money, enhancing customer satisfaction.

• If the price increases proportionally with perceived value (e.g., both the pen and charger prices rise), customers may not feel they are receiving additional value despite paying more.

Customer Perception and Business Strategy

• Customers assess their purchases based on perceived value versus actual cost; feeling deceived by overpricing leads to negative experiences for businesses.

• Companies benefit when customers perceive their products as having greater value than the price paid, allowing them to raise prices without losing sales.

Marketing's Role in Value Creation

• Effective marketing strategies aim to create strong perceptions of value through branding and endorsements, which can influence consumer behavior positively.

Service Quality: Core vs. Supplementary Services

Understanding Service Offerings

• The concept of "service flower" distinguishes between core services (the main offering, e.g., cleaning service) and supplementary services that add extra value (e.g., organizing or tidying up).

Types of Supplementary Services

• Supplementary services are categorized into facilitators (which ease service delivery without adding direct monetary value) and enhancers (which improve overall experience).

Practical Example of Service Enhancement

• When hiring a cleaner who also organizes your refrigerator without extra charge, this added service enhances perceived value while remaining distinct from the primary cleaning task.

Understanding Service Concepts

Facilitators vs. Enhancers

• The facilitator service may increase the cost of a central service but does not necessarily lead to a higher price; it simplifies the use of the central service.

• An example is given where a cleaning service also includes car washing, which adds value and could justify a higher payment in future transactions.

• Key concepts include "facilitator" services that ease processes (like information and payment handling) versus "enhancer" services that add tangible value (like consultations or hospitality).

Types of Supplementary Services

• Facilitator services include:

• Information

• Order receipt

• Billing and payment processing

• The evolution of ordering food through apps like iFood illustrates how technology has transformed traditional methods, making them more efficient and integrated.

Enhancer Services Explained

• Enhancer services are specific and include:

• Consultations

• Hospitality (quality customer service)

• Safeguards (security measures for investments)

• Exceptions (unique features of a service)

Service Theory Overview

Flower of Services Model

• The "flower of services" model categorizes central services with supplementary ones divided into facilitators and enhancers.

• Facilitators focus on operational efficiency while enhancers aim to elevate customer experience through added value.

Customer Journey Stages

Understanding Customer Needs

• The first stage in the customer journey is awareness, where customers recognize their problems or needs, prompting them to seek solutions.

Understanding Marketing and Customer Journey

The Role of Marketing in Creating Demand

• Marketing is not just about showcasing existing solutions; it creates a demand and desire for products, influencing consumer behavior.

• New car models generate a sense of urgency to upgrade, leading consumers to perceive their current vehicles as outdated due to marketing strategies.

• The first step in the customer journey involves recognizing a problem or need, which marketing highlights effectively.

Phases of the Customer Journey

• After identifying a need (e.g., preparing for public exams), customers begin exploring available options like various preparatory courses.

• The second phase is recognition or attraction, where potential customers assimilate information about different offerings.

• In the consideration phase, customers evaluate alternatives based on trust and confidence in the providers they encounter.

Final Steps in the Customer Decision Process

• The action phase occurs when customers make a purchase after thorough evaluation of their options.

• Some authors suggest there are four main phases: awareness, consideration, decision-making, and advocacy. Advocacy involves promoting products post-purchase.

Key Concepts: 5 A's of Customer Engagement

• The five A's include Assimilation (awareness), Attraction (interest), Arguição (consideration), Action (purchase), and Advocacy (promotion).

• Client-centricity emphasizes placing the customer at the center of business processes to enhance satisfaction and value generation.

Defining Target Audience vs. Persona

• Understanding 'Persona' is crucial; it differs from target audience by focusing on an ideal customer profile rather than broad demographics.

• Target audience includes anyone studying for public exams; however, defining a persona helps tailor marketing efforts more effectively towards specific characteristics.

Customer Engagement and Brand Loyalty

The Evolution of Customer Loyalty

• The concept of customer loyalty is evolving; traditional notions of a "loyal customer" are becoming outdated as consumers seek better value propositions.

• A reference to Johnny Bravo illustrates that even long-term customers may switch brands if they find a better offer, highlighting the transient nature of brand loyalty.

• Modern marketing focuses on engaging customers who become fans or advocates for the brand, rather than merely loyal buyers.

Cultural Influences on Brand Perception

• In South Korea, Samsung's image has shifted among youth, with many preferring iPhones due to cultural associations, demonstrating how brand perception can be influenced by societal trends.

• This shift in preference showcases the power of consumer engagement and branding strategies that resonate with younger demographics.

Customer Experience Management (CXM)

• Customer Experience Management (CXM), also referred to as CXP or CXM 100, aims to enhance customer satisfaction through systematic management of their experiences.

• CXM emphasizes digital transformation by placing customers at the center of business operations, moving beyond traditional CRM systems.

Differences Between CRM and CXM

• While CRM focuses on internal processes and managing relationships for sales optimization, CXM prioritizes creating value for customers through enhanced engagement.

• The evolution from CRM to CXM reflects a shift towards more customer-centric approaches in business strategy.

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