Managing your customers enjoyment. Dr. Ondrej Mitas Lecturer, Tourism, NHTV

Transcription

1 Managing your customers enjoyment Dr. Ondrej Mitas Lecturer, Tourism, NHTV

2 enjoyment is emotion brief, intense reactions to specific things complex (mind, body, behavior)

3 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 to reliably design your customers enjoyment is a process involving decisions, measurement, and design

4 measuring emotions is useful and necessary every method has strengths and limitations

5 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

6 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

7 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

8 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 Neuro and bio techniques + accurate, also un-conscious/-expressed emotions - less specific, limited by context measuring emotions is useful and necessary every method has strengths and limitations

9 Beware of bad neuromarketing! Mobile EEG Conclusions about extent of specific positive emotions Anything you don t understand be a partner not a client!

10 Beware of bad neuromarketing! Mobile EEG Conclusions about extent of specific positive emotions Anything you don t understand be a partner not a client!

11 Beware of bad neuromarketing! Mobile EEG Conclusions about extent of specific positive emotions Anything you don t understand be a partner not a client!

12 Designing for enjoyment Measure and explain Measure again Intervene Dare to try Dare to measure; interact more with customers if you doubt Dare to think long-term

13 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?

14 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

15 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),

16 Your examples and questions? What have you designed to intervene on your customers enjoyment?