Customer experience

What is a consumer experience?

Refers to the positive or negative consequences resulting from the use of a good or service,
which generate meaning for the subject who lives it.

Consumption experience & experiential context

Consumption experience offer produced by the company: a combination of products and
services in order to orchestrate a memorable moment for the consumer.

Lived experience: Beyond hedonistic consumption, as a result of the P-O-S (person-object-

situation) model

Experiential context concept: “stimulus (products) and stimuli (environment, activities)

assemblies in order to generate an experience” beyond the commercial sphere.

Experiential contexts produced by the company

Experiential contexts produced by the company / experiential contexts outside the

company’s control

- Controlled contexts and managed settings according to encoded principles of

organization
- Random contexts: Countless opportunities as defined by C & C (snack time,
recreation, friends, that are passing by, …)

Experiential contexts produced by the company

Brand stores (and/or “flagship stores”)
- Intrigue around the brand
- Priority: not one of a commercial exchange but the immersion of the individual in a
themed universe
- Objective: to create a link with the consumer and encourage other future purchases
in other retail formats
- Example: Nivea haus

Brand websites & Apps

- Orchestrating/ Setting the scenes of more or less intense virtual experiences
- Example: Product customization (M&Ms) or transferring the product/service (mobile
Colorize Leroy Merlin, technique of digital product’s instillation)

Brand plants: industrial tourism, experiential context scripted around a technical purpose
about a manufacturing process
- Objective: to immerse consumers more fully (than in the brand’s store) in the brand’s
universe
- Example: Perrier Vergèze plant (100,000 visitors/year) and Mercedes Museum in
Stuttgart

Brand fest (producing festival experiences)

- Objectives: to intensify the consumer – brand (or brand communities) relationship
- Example: haute couture fashion show, Paris Motor show in Paris, the Harry Potter
and Harley Davidson conventions

Brand tales (“storytelling”: salmon, 2007)

- Source: catalogs, magazines, movies or product placement around the brand
- Objectif: Fictional experiences -> Product consumption experiences
- Serves as an anchor to the other experiential contexts