Dr. Kitt Wongarsa

Views:
 
Category: Entertainment
     
 

Presentation Description

Customer Experience Management (CEM) at Coffee Café: A Case Study of True Coffee

Comments

Presentation Transcript

Slide1:

CUSTOMER EXPERIENCE MANAGEMENT (CEM) AT COFFEE CAFE A CASE STUDY OF TRUE COFFEE Wongarsa , Kitt , PhD Chiang Mai University Thailand

Slide2:

Customer Experience Management (CEM) at Coffee Cafe A Case Study of True Coffee Wongarsa , Kitt , PhD Chiang Mai University Malaithong , Kanatsamon, Ms MediaCom Contact: Kittwong@outlook.co.th

Slide3:

INTRODUCTION OF TRUE COFFEE The coffee shop based in Thailand under the theme of "Sip & Surf” internet café. It is also good to be the meeting place for friends and they are able to experience a wide variety of True.

Objective:

Objective To study the strategy of True Coffee on how it builds the experience toward s the customers. To study the level of customer’s satisfaction towards the CEM of True coffee. 1 2

Slide5:

Qualitative approach In -depth interview Research Method Quantitative approach Survey True Coffee’s strategic Management 8 True Coffee customers 400 True Coffee customers in Bangkok

Conceptual Framework:

Conceptual Framework CRM CEM Customer Experience Love Enjoy Surprise Satisfaction High Middle Low Analyze the experiential world of the customer Build the experiential platform Design the brand experience Structure the customer interface Continuously innovate True Coffee Database Electronic Action Retention DEAR Model

Qualitative approach : From Managerial Viewpoint:

Q ualitative approach : From Managerial Viewpoint In-Depth interview with Ms. Dusadee Wasikananont Assistant D irector S trategic P lanning & Marketing M anagement of True Coffee CEM CRM Customer Satisfaction Customer Loyalty Emotional benefits - ” From The Earth to the Cup ” -Sip Sup Surf Target: Young18-30 Seasonal Promotion Co-partner True Coffee Card Activities

Qualitative approach : True Coffee Cafe:

Q ualitative approach : True Coffee Cafe Experience of product and brand Product category experience Usage & Consumption situation Sociocultural / Business context E xperiential world of customer, Schmitt (2003) Premium coffee store in Thailand that provide coffee, bakery, food and gadget True Coffee as a Third Place after home and workplace Place to relax and avoid the chaos of the outside world Place to increase your image and empowerment

Qualitative approach : True Coffee Café’s Customer:

Q ualitative approach : True Coffee Café’s Customer In-Depth interview with 8 True Coffee customers Location/Environment/Services Enjoyment/Love/Surprise M.O.T

The level of customer’s satisfaction, Schmitt (1999) :

The level of customer’s satisfaction, Schmitt (1999) Sense Experience Feel Experience Think Experience Act Experience Related Experience Relax Enjoy Happy Intimate Bakery workshop Drip coffee Roasted coffee Gadget show Third Place Community Sight Taste Smell Sound Touch Understand about technology Understand with product and service High level High level High level High level Middle level Quantitative approach

Slide11:

Related Experience Ex. Third Place Sense Experience Ex. Sofa, Song, Lighting Feel Experience Ex. Workshop, Activity Think Experience Ex. Knowledge of product and service Act Experience Ex. Modernity through Gadget and Technology Strength

Research Result:

Research Result CEM CRM Customer Satisfaction Sense Feel Think Act Relate Physical Element Emotional Element Moment of truths Impression Promotion True Coffee Card CSR Activity Sales Repurchase Location Environment Service Love Enjoy Surprise Physical Element Emotional Element

True Coffee CEM:

True Coffee CEM

authorStream Live Help