SCE -Engineering ‘On Brand’ Experiences SCE --构建符合品牌精神的体验 … feel with your eyes 在注视中感知 … execute with your heart 用心智去实践 … create loyalty beyond reason 创造超越理性的忠诚
What consumers want now is an emotional connection. They want to be able to connect with whats behind the brand, whats behind the promise…. 现在的顾客需要的，是一种情感上的联系，他们渴望触摸到品牌背后、承诺背后的微妙感受
Customers not going to buy simply rational. They feel the world through their senses, the five senses, and thats whats important…. 顾客的购买意欲并不只是来自理性的判断，值得重视的是他们是通过感性认识，即五官感受来感知周遭世界。
The brands that can move to that emotional level, that can create loyalty beyond reason, are going to be the brands where premium profits lie.... 打动顾客内心情感并带来超越理性的忠诚的品牌才能成功创造丰厚的回报。
Kevin Roberts, CEO Worldwide, SAATCHI & SAATCHI 盛世国际总裁，凯文罗伯兹
Workshop Outline课程纲要
The ‘Emotional’ Customer 感性的顾客 Experience Clues 顾客体验的暗示 Engineering ‘On Brand’ Experiences 构建品牌体验 Mapping The Experience 绘制体验蓝图 Improving Experience Metrics 提升体验标值
Workshop Outcomes课程结果
Sensitized to Clues that impact Customer Experience 敏锐感知影响顾客体验的暗示 Equipped with practical ideas and tools to Engineer ‘On Brand’ Experiences 装备切合实际的观念和工具，构建符合品牌精神的体验 Linked SCE implementation with measurable business outcomes 建立SCE实施成效与可衡量经营成果间的联系
Customers Cannot NOT Have An Experience 顾客不会毫无体验
How random or managed is the experience we’re delivering? 对顾客体验是采取放任自流的态度，还是对其精心设计并认真实施？