Notes

Focusing on the Customer’s Experience
Fundamentally, marketing is about knowing your customers—knowing what they need and what they want; even anticipating what they need and want. For services companies, managing the customer's experience is a critical component of most any successful marketing strategy.
In this module, you will examine the meaning of the service experience, describe ways to align your organization with the service experience, and examine a systems view of the service experience. You will also read about how technology is reshaping the service production system.
- Today's customers don't just want a good service or product. They want an experience. When customers feel that they have an exceptional experience, they are happy and satisfied, tell more ppl about it and are willing to pay more for it. Since we're already loaded af. The service isn't just something we want to deliver, but the experience we want them to take away

Aligning Your Organization Around the Experience
To ensure your company consistently delivers the best experience to your customers, everyone in your company needs to understand how you want your customers to feel and think both while they interact with your service and after they've left your service factory.
- it helps break organizational silos across the departments
- experiential marketing demands a different marketing mindset across all silos in an organization from marketing to HR
- An experiential marketing experience needs organization integration and how does our function support that takeaway experience .
A Systems View of the Service Experience

The successful delivery of services requires you to view your entire service process as a single, large system--rather than as individual components and functions that operate autonomously. It is important to look at an entire organization as a system with full living parts and pieces. When a service is failing or not doing well, we see a certain pain point that is the cause of the issue. Ex: cruise ships making false promises about how an organization can dine whenever, which was straining the restaurant. The service delivery system is a system, and you have to look across all aspects of the system and operational/employee processes and think about how all these elements are working together to deliver these experiences