Customer Experience Management

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MARKETING EXPERIENCIAL

Customer Experience Management (parte I)

Vender más en tiempos de crisis
Muchas veces nos hemos preguntado cuál es el secreto del éxito de algunas compañías. ¿Qué venden Ritz-Carlton o Four Seasons para diferenciarse tanto de otras cadenas hoteleras? ¿Cómo consigue
Disneyland ser uno de los destinos con mayores índices de fidelidad del mundo? La esencia de su éxito ha sido la capacidad de crear una experiencia en torno a su producto o servicio.
Elena Alfaro García, socia de EMO Insights (www.emoinsights.com),
Marketing Phd y profesora asociada del IE Business School

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www.marketingmasventas.es

+ InFo rElACIonADA

Autor: ALFARO GARCÍA, Elena

http//marketingmasventas.wke. …ver más…

Él lideraba el mercado de la consultoría en Shanghai trabajando en proyectos de activos intangibles y me contó que allí las cosas van tan deprisa, que si una persona saca una prenda por la calle, por ejemplo unos p antalones, y un productor o un vendedor consideran que puede ser tendencia, tienen la capacidad de producirlos y ponerlos en tienda de la mañana a la tarde. Su comentario se hizo presente en mi mente hace unos días cuando salía esta noticia: “Una constructora china levanta un edificio de 15 plantas en dos días.
Broad Sustainable Building edifica el nuevo
Ark Hotel en algo más de 46 horas y media”.
Este es el entorno donde competimos.

De servicios a experiencias
En 1998, Joseph Pine y James Gilmore, autores de “The Experience Economy” (la economía de la experiencia), vaticinaban que asistíamos a un cambio desde el punto de vista económico y que para competir y defender precios más altos se necesitaban experiencias. Manifestaban que el mercado de servicios estaba obsoleto y transmitían el concepto de experiencias de la siguiente manera: “Si te pagan por algo físico que ofreces, estás en un mercado de bienes; si lo hacen por las actividades que ofreces, estás en uno de servicios; y si es por el tiempo que pasan contigo estás en el mercado de experiencias”
(ver figura 1).
La revolución ha llegado al mundo del marketing y se habla de otros conceptos diferentes a los

El

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