PENDEKATAN CUSTOMER EXPERIENCE DALAM STRATEGI PEMASARAN MARKET THINK #16

Summary

The video discusses the concept of the experience economy, highlighting its importance in modern business strategies. Although not new globally, the experience economy has gained traction in Indonesia in recent years. It emphasizes that consumers value experiences over mere products, citing examples like Starbucks, Singapore Airlines, and Instagrammable hotels. The speaker, Ignasius Untung, explains how companies can enhance customer satisfaction by offering unique emotional experiences. He also touches on the Service-Dominant Logic (SDL) framework, which suggests that customers buy benefits and experiences, not just physical products.

Takeaways

• 📊 The term 'experience economy' has become more prominent, though it isn't a new concept globally, having been introduced in 1998.
• 🤔 The experience economy changes how businesses operate, focusing on the experience consumers gain rather than just the product or service.
• ☕ Starbucks sells more than just coffee; it offers a place to relax, work, or socialize, making consumers willing to pay more for the experience.
• ✈️ Singapore Airlines provides comfort and excellent service, making it a premium airline even for short flights, showing how experience can justify higher prices.
• 🏨 Restaurants and hotels now focus on aesthetics and ambiance, not just food or accommodation, catering to an 'Instagrammable' experience.
• 🍔 Even when KFC's food might taste better, McDonald's is often preferred due to its clean, well-maintained outlets, demonstrating the importance of a positive environment.
• 🛠 The Service-Dominant Logic (SDL) suggests that consumers value the service or benefit of a product more than the physical product itself.
• 💸 Millennials, as the largest consumer group, prioritize experiences over material possessions, which impacts businesses' strategies.
• 🎯 Emotion plays a huge role in the experience economy, as emotional connections with a product or service make it more memorable.
• 🎉 A positive experience can lead consumers to overlook flaws, with mood and emotion influencing purchasing decisions and increasing consumer spending.

Q & A

What is the 'experience economy' discussed in the video?

The 'experience economy' refers to a business model where companies provide customers with an experience rather than just a product or service. It emphasizes creating memorable and emotionally engaging experiences, influencing how businesses operate and how customers perceive value.

When was the concept of the experience economy introduced globally?

The concept of the experience economy was introduced globally in 1998. However, in Indonesia, it has only gained attention in recent years.

How does Starbucks exemplify the experience economy?

Starbucks sells more than just coffee. It provides a space for relaxation, socialization, or remote work, creating a unique experience that customers are willing to pay more for. The focus is on the experience of being in a comfortable environment, not just the product itself.

Why do customers prefer Singapore Airlines despite its premium price?

Customers prefer Singapore Airlines because it offers a superior experience, from comfort and service to convenience during flights. The airline creates a sense of safety, reliability, and luxury, which makes it worth the higher cost.

What role does 'emotion' play in the experience economy?

Emotion plays a crucial role in the experience economy. Businesses that evoke strong emotional responses, whether happiness, excitement, or comfort, create lasting memories. This emotional connection leads customers to associate positive feelings with the brand, increasing loyalty and satisfaction.

How has the experience economy shifted consumer priorities, particularly for millennials?

Millennials prioritize experiences over material possessions. For example, they prefer spending on travel or unique experiences rather than buying homes or cars. This shift has influenced businesses to focus on offering experiences that cater to emotional and social needs rather than just selling products.

What are 'immediate experiences' and 'reflected experiences' in the context of the experience economy?

Immediate experiences are those felt directly during the use of a product or service, like enjoying comfort and good service on a flight. Reflected experiences occur when people share their experiences on social media, gaining recognition and social validation, further enhancing the emotional value of the experience.

How does the experience economy influence customers' spending habits?

The experience economy influences customers to spend more, especially when they are in a good mood. People are more willing to splurge on experiences that make them happy, such as traveling or dining out, even if the product or service is overpriced.

Why is it essential for businesses to adapt to the experience economy?

Businesses must adapt to the experience economy because consumers increasingly value experiences over products. Companies that fail to provide memorable and engaging experiences risk losing customers to competitors who do. The rise of customer experience teams in businesses highlights the growing importance of this trend.

What is 'service-dominant logic,' and how does it relate to the experience economy?

Service-dominant logic is a marketing concept that suggests customers buy products not for their physical attributes but for the services and benefits they provide. In the experience economy, this logic extends to emphasize that what customers value most is the experience and emotional satisfaction they receive, not just the product itself.