managing your customers’ enjoyment ondrej mitas.pdfto reliably design your customers’ enjoyment...
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Managing your customers’ enjoyment
Dr. Ondrej Mitas Lecturer, Tourism, NHTV
enjoyment is emotionbrief, intense reactions to specific things
complex (mind, body, behavior)
to reliably design your customers’ enjoyment is a process involving decisions, measurement, and design
mission: a decision
Which emotions do you want which customers to feel when?
measurement: research
Which emotions do which customers actually feel when?
management: design
Change the experience to match your goals
measuring emotions is useful and necessary every method has strengths and limitations
measuring emotions is useful and necessary every method has strengths and limitations
Self-response questionnaires+ inexpensive, flexible - items influence results, accuracy can be a problem
measuring emotions is useful and necessary every method has strengths and limitations
Self-response questionnaires+ inexpensive, flexible - items influence results, accuracy can be a problem
Narrative interviews+ specific, precise, very flexible - expensive, accuracy can be a problem
measuring emotions is useful and necessary every method has strengths and limitations
Self-response questionnaires+ inexpensive, flexible - items influence results, accuracy can be a problem
Narrative interviews+ specific, precise, very flexible - expensive, accuracy can be a problem
Facial coding+ specific, highly accurate - clear view of the face and expressed emotions required
measuring emotions is useful and necessary every method has strengths and limitations
Self-response questionnaires+ inexpensive, flexible - items influence results, accuracy can be a problem
Neuro and bio techniques+ accurate, also un-conscious/-expressed emotions- less specific, limited by context
Narrative interviews+ specific, precise, very flexible - expensive, accuracy can be a problem
Facial coding+ specific, highly accurate - clear view of the face and expressed emotions required
Beware of bad neuromarketing!
• Mobile EEG
• Conclusions about extent of specific positive emotions
• Anything you don’t understand––be a partner not a client!
Beware of bad neuromarketing!
• Mobile EEG
• Conclusions about extent of specific positive emotions
• Anything you don’t understand––be a partner not a client!
Beware of bad neuromarketing!
• Mobile EEG
• Conclusions about extent of specific positive emotions
• Anything you don’t understand––be a partner not a client!
Designing for enjoyment
• Dare to try
• Dare to measure; interact more with customers if you doubt
• Dare to think long-term
Measure and explain
Intervene
Measure again
Customer journey perspective is useful here
• Some touchpoints are not in a tour operator’s / travel agency’s control. But what about the touchpoints just before or after?
Fill the emotion table to inspire interventions
Emotion Cause Facial expression
Physical sensation Effect
Joy
Contentment
Interest
Love
• Free-associate based on general “causes” of emotions you want
Case: Photos at the destination
• Sculptures / structures that are unique, human-scale, and interactive increase enjoyable photographing
• Gillet, S., Schmitz, P., & Mitas, O. (2016). The Snap-Happy Tourist The Effects of Photographing Behavior on Tourists’ Happiness. Journal of Hospitality & Tourism Research, 40(1), 37-57.
Your examples and questions?
What have you designed to intervene on your customers’ enjoyment?