University Business - April 2009 - (Page 37)

Managing the Experience Take control of marketing trends to deliver a superior ‘customer experience.’ By Robert A. Sevier A couple of yeARS Ago I wRote A column foR University Business that introduced the idea of brand as experience. I opened that column with an unsettling statistic from Bain and company: “80 percent of organizations believe they deliver a superior customer experience, but only 8 percent of their customers agree.” I have no doubt that this statistic is right. In fact, in tough economic times, I think that experiences, as a whole, have gotten worse. The question that occurs, however, is pretty basic to organizational integrity: what separates the small number of organizations that deliver a superior experience from the large number that do not? The difference, I believe, is one of intent. many organizations simply let experiences happen. others seek to manage those experiences. This article will focus on the idea of experience management. Before we begin, however, I want to make something very clear. experience management is not the same thing as customer service. experience management is much more strategic and begins with a big question: Are we offering the right experience? Why Experience Management Is So Important experience management recognizes, and even capitalizes on, a couple of significant marketing trends. first, customers, including students and donors, want greater input into the experiences that they buy and in which they participate. Second, sociologists use a phrase, “a galloping psychology of entitlement,” to describe today’s teens and young adults. Theirs is a generation of people who are used to getting their own way. Third, organizations are rewarded for being customer-centric. Kevin Roberts introduced the idea of lovemarks to describe higher-order brands. lovemarks, he said, represent organizations that customers are simply unwilling to live without. Apple is a lovemark. So is cirque du Soleil. universitybusiness.com April 2009 | 37 http://www.universitybusiness.com

Table of Contents for the Digital Edition of University Business - April 2009

University Business - April 2009
Contents
Editor's Note
Company Index
Advisory Board
College Index
Behind the News
Sense of Place
Viewpoint
Internet Technology
Financial Aid
The Main Event
Software Serves
Managing the Experience
Independent Outlook
What's New
End Note

University Business - April 2009

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