The Experience Effect

The Experience Effect

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The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty. Jim Joseph calls this ideal combination the a€œexperience effect, a€ and in this book he shows how any business can create one for its brand. Filled with practical advice and real-life examples, The Experience Effect shows readers how to: Understand their branda€™s target audience a€c Conduct more effective market research a€c Connect with customers on an emotional level a€c Establish appropriate and engaging customer touchpoints a€c Link digital and nondigital media a€c Perform a gap analysis of their branda€™s marketing a€c And more Whatever the business, whatever the size, The Experience Effect will help companies create a simple yet powerful brand experience that resonates purpose fully, consistently, and continuously with customers.The brand is an all-encompassing provider of home and cell phone service, Internet access, and cable television for both business and residential customers. ... Become a Verizon customer, though, and the actual experience doesna#39;t exactly match the brand promise. ... the phone who can help with the multiple servicesa€” these people dona#39;t seem to exist, at least after several attempts and literally hours onanbsp;...

Title:The Experience Effect
Author:Jim JOSEPH
Publisher:AMACOM Div American Mgmt Assn - 2010-05-26


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