This week I have started to focus more on the literature and the small video clips that are up on the website – if you haven’t seen them I encourage you to check them out! It is like great summaries of the literature and the webinars/tweet chat.
So, continuing with my expectations… Have the expectations been reach so far? Here I would like to include the talk from Tore Pedersen that I have listened to on the website (Expectations and the disconfirmation model – Tore Pedersen, video Module 2 website https://hhk3.kau.se/uce/modules/modul-2-psychological-aspects-behind-customer-experiences/ )
Tore says something really interesting here and that is that it is not simple with expectations in the way I would think it would be logical – that if you have high expectations and it fails, you would be dissapointed and if you have low and they are exceeded you will be more satisfy.
It is actually more difficult to feel unsatisfied if you have had high expectations before and it is difficult to be surpringsingly satisfied if you had low expectations from the beginning.
This course (and Module 2 especially) was to me very interesting from the beginning, and therefore (according to Tore Pedersen) it would be hard for me to be dissapointed. In this case it is actually true, because so far I feel this module has exceeded my expectation (and this is probably because I was open for it from the beginning since I had high expectations). In some way it feels unlogical but on the same time it makes so much sense.So I will in the futher also think about that positive thoughts (high expectations and eagerness for something to be good) is most likely a good thing to be a more satisfied person. Interesting and really something to put your thoughts into!
Yeah, what to say about this. After this week’s reading and gathering at the tweetchat I got some ideas in my mind. First, I believe that quality performance and perception of quality is easier to focus on and to develop within than emotional reactions. And why? Because I believe that emotionals reactions are difficult to measure and to deal with, which requires a lot of resources. Of course it is important, and maybe companies know about it, but it is THAT important to put a lot of resources to it? I believe yes. But maybe it is more difficult to wxplain because it will take time until you see a result and you will not be able to see exact numbers as you are able to do with quality.
For example with the public transportation (I know some other participant in this course work with this). How would it be possible to measure or improve positive emotions around this subject? Is it too dependant on the current mood of the person or does the emotions change every day dependant on a certain bus line or is it the same negative/neutral/positive emotions every day? Please give me your thoughts about this.
I believe emotional reactions is important to focus on and will be even more in the future, but very difficult to define and see the results from.
We have just finished our first tweetchat with #uce72 . It was really interesting with 4 different questions. I have most thoughts about the following 2. If someone has a thought about the other 2 questions, please comment.
Q3: Can you think of different types of expectations that the consumer might have?
I think expectations has a big effect on satisfaction and therefore it is key to understand the expectations. There are of course different types of satisfaction, dpending on where you live, what you are interested in and what experience you have. For exampe: your expectations might not be that big on public transportation if you live on the countryside. Your expectations might be very high if you have a big interest and knowledge about a product because you tend to be more picky. And also, depending on your experience, maybe with the same product/service or one with another brand, there will be expectations because of this.
Q4: How do we manage expectations?
This is really interesting, and very difficult. Because since there are different customers there will be different expectations and therefore different satisfaction. I believe it is important to focus on the biggest (or the biggest) customer segments that there are in order to cover as many customers as possible, but to cover all is impossible. It will always depend on today’s mood etc. However, to cluster the customers and from there work out a strategy for the biggest clusters by focusing on the common interest/thought is probably be the way of working. I think the most difficult but also the most important part of this is to define the different clusters and groups, which would therefore require a lot of resources and maybe not be as prioritized in companies as it has to be.
Ok this blog post got long but hopefully you can add your comments about my thoughts. Do you agree or not? And what do you think in that case?
Some thoughts about the first webinar… How many companies actually pay attention to the psychological aspect of experience? Do they only think about it or do they actually do anything about it? Do companies believe it is important? Does it depend on what company it is?
Many thoughts… Less answers, but I think nowadays a lot of companies put a lot of effort in to this since the trend on many markets are going towards services instead of products. And for services there are a lot of focus on satisfaction and experience, I believe. At least for company focusing on quality in a special segment, where the prices are high and the product is an investment.
A lot more to learn and think about around this!
I just finished listening to the first webinar in Module 2. I had to leave the live streaming after 30 minutes so now I have been listening to the recordings.
It was a great introduction and we got to think and discuss about questions right away. Even if it is online I think it worked really well.
I think the tools was interesting. And I have thought this some more afterwards… How will we be able to measure satisfaction and psychological aspects of consuming when people are changing from one day to another? There would probably be different answers to the survey or the measuring every time it is tested. People are not rational and are very much driven by emotions. Some more than others. What is the best – to change the product/service towards the customers or to make the customer change unconsciously when consuming it?
I am curious on what to come next during this module.
Hi! We have now started the module 2 – Psychological aspects behind customer experiences and I am super excited for this. When I signed up for this course – this was the part that I was looking forward to the most. Mostly because I am really interested in psychological aspects of more or less everything. But also because I believe it is very important to understand why people do as they do in business and that we are not always rational. It will be even more interesting and important in the future. I also want to learn what is the drive of consumption and what tools are possible to use to understand customers.
Hello! My name is Sanna Blomqvist and I have started this blog since I am a part of the course Understanding Customer Experience at Karlstads University/Karlstad Business School. I have just gone through the first webinar from Wednesday this week. I could unfortunately not participate but since it was recorded I got all the useful information today instead. It was a great start of the course and I am feeling really inspired to start learning within this field, I am especially interested in module 2 – the psychological aspects behind customer experience.
Normally, I am a student but I also have some previous work experience within companies in both the US and in Sweden. I am usually studying at Chalmers University of Technology but right now I am doing one year of my Master Degree in San Sebastián in Spain.
That was a bit about me, I am looking forward to get to now people in the course better along the way.