Experiential Marketing Consumer Behavior, Customer Experience and The 7Es

Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty? In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix." She introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process); a tool that focuses on the consumer as a starting point in marketing strategies. By using these, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences. Batat argues that a traditional product-centric should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic. Experiential Marketing is a guide to building experiences consumers cannot forget. It will be of interest for CEOs, brand managers, marketing and communication professionals, students, and anyone eager to learn more about how to design the ultimate customer experience in a new phygital. In this book, Professor Batat combines theory and practice and gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es of the new experiential marketing mix, and the challenges for the future.

List of Figures List of Tables List of Mini-Cases List of Theory Boxes Introduction PART I: CUSTOMER EXPERIENCE MARKETING: BACK TO ORIGINS CHAPTER 1: FOUR KEY CHANGES IN CONSUMER BEHAVIOR:DIGITALEMPOWERMENT, EMOTION, AND POSTMODERNISM Digital transformation and its impact on consumption Drivers of digital transformation Digital transformation challenges and opportunities for brands? The making of the empowered consumer What is consumer empowerment? What are the pillars of consumer empowerment? How is the empowered consumer driving new brand opportunities? The key role of emotion in the consumer brand experience Defining the notion of "consumer emotion" and its typologies The role of employees as emotional motivators Emotional branding through the Consumer Experience Postmodernism and the transition to experiential consumption From modernism to postmodernism The rise of the postmodern consumer society CHAPTER 2: THEORETICAL UNDERPINNINGS FOR CUSTOMER EXPERIENCE MARKETING: ORIGINS, CUSTOMER JOURNEY, AND EXPERIENCE TOUCHPOINTS Customer experience: from philosophy to marketing The concept of "experience": what are we talking about? What is customer experience? Theoretical underpinnings for customer experience Experience touchpoints through customer journey CHAPTER 3: A FRAMEWORK FOR CONCEPTUALIZING CUSTOMER EXPERIENCE MARKETING: DRIVERS, MARKETS, AND OUTCOMES Drivers of customer experience marketing Idiocentric drivers of customer experience Allocentric drivers of customer experience Markers of customer experience marketing Customer experience is holistic Customer experience is cumulative Customer experience is subjective and personal Customer experience is an assemblage Customer experience is contrasting Outcomes of customer experience marketing Value Transformation Competency Memorability PART II: THE NEW EXPERIENTIAL MARKETING MIX (7ES) CHAPTER 4: EXPERIENCE: EXPERIENCE TERRITORY MATRIX (ETM), STAGES, AND EXQUAL TOOL Experience Territory Matrix (ETM) Enchantment territory Re-enchantment territory Enchantment gap territory Disenchantment territory Stages of customer experience EXQUAL tool CHAPTER 5: EXCHANGE: CO-CREATION AND COLLABORTATION MARKETING Co-creation as value-in-exchange in customer experience Customers as employees From service-dominant logic to experience-dominant logic Collaborative marketing: the art of putting consumer to work CHAPTER 6: EXTENSION: EXPERIENCE CONTINUUM AND INTRA/EXTRA-DOMESTIC EXPERIENCES Experience continuum Intra- and extra-domestic experiences CHAPTER 7: EMPHASIS: BRAND CULTURE EMPHASIS AND STORYTELLING Brand culture emphasis From brand content to brand culture The theory of brand culture Storytelling Transforming a brand’s positioning into a storytelling The hero’s journey CHAPTER 8: EMPATHY CAPITAL: EMPATHY CONCEPT, EMPATHY EXPERIENCE, AND EMPATHY CAPITAL FORMATION The empathy concept What does empathy mean? Empathy: origins and evolution Empathy and areas of confusion The forms of empathy Empathy in customer experience Definition Empathy experience functioning Components of empathetic customer experience Empathy in experience marketing-mix Empathy capital formation Empathy map McLaren’s empathy model CHAPTER 9: EMOTIONAL TOUCHPOINTS: FROM TOUCHPOINTS TO EMOTIONAL TOUCHPOINTS AND EMOTIONAL TOUCHPOINTS TOOLKIT From touchpoints to emotional touchpoints Emotional touchpoints toolkit CHAPTER 10: EMIC/ETIC PROCESS: EMIC/ETIC PERSPECTIVE AND SOCIOCULTURAL CUSTOMER JOURNEY Emic and etic perspectives in experience marketing-mix Emic and etic perspectives: origins and definitions Emic and etic perspectives in consumer research Emic and etic perspectives through CCT lenses Cultural mapping of customer journey: emic/etic perspective PART iii: FUTURE CHALLENGES IN CUSTOMER EXPERIENCE DESIGN CHAPTER 11: PHYGITAL CUSTOMER EXPERIENCE: DEFINITION, CHARACTERISTICS, TYPES, AND KEY SUCCESS FACTORS What does phygital customer experience mean? Characteristics of phygital experiences Typologies of phygital experiences Connected experience Web experience Virtual and augmented reality experience Socio-digital experience Re-creative digital experience Cyborg experience Tools to design phygital experiences Web 3.0 Interactive and collaborative digital tools The flow tool Key success factors The use of virtual agents for immersion and interaction The importance of efficiency CHAPTER 12: STORYLIVING, THE FUTURE OF CUSTOMER EXPERIENCE DESIGN: FROM STORY TO ACTION AND STORYLIVING STRATEGIES From story to action Storyliving strategies CHAPTER 13: CUSTOMER EXPERIENCE RESEARCH METHODS: EXPERIENTIAL AND E-EXPERIENTIAL RESEARCH METHODS Experiential research methods Projective techniques Qualitative Diary Research (QDR) Ethnography Interactive and subjective personal introspection E-experiential research methods Netnography Mobile self-ethnography Conclusion References Index

Wided Batat is a marketing professor and an internationally renowned expert and speaker on experiential and digital marketing specialized in the fields of retail, luxury, food, well-being, youth cultures, generation Z&Y, Millennials and post-Millennials, and tourism. She has published dozens of books in English and French, and articles in top-tier academic journals that have received several awards. Professor Batat introduced an innovative and disruptive approach to global and digital customer experience by providing a strategic framework of the customer experience offline and online and the new experiential marketing mix (7Es). Entrepreneur, Professor Batat is also a bilingual (French and English) international professional trainer and the founder of B&C Consulting Group, an innovative market research and consumer insights company specialized in global and digital customer experience design, buying behavior, and consumer trends.