Customer Experience Management & Brand Leadership
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DRAGON CLAN Dea Belinda - 3441101 1 Andre K. T. - 34411012 Susan C. B. - 34411018 Harman W. - 34411021 Jessic a K. I. - 34411028 Melissa A. - 34411037 Steffi G. - 34411069 OPENING THOUGHT
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Transcript of Customer Experience Management & Brand Leadership
7/30/2019 Customer Experience Management & Brand Leadership
http://slidepdf.com/reader/full/customer-experience-management-brand-leadership 1/105
DRAGON CLDea Belinda - 34411011
Andre K. T. - 34411012
Susan C. B. - 34411018
Harman W. - 34411021
Jessica K. I. - 34411028
Melissa A. - 34411037
Steffi G. - 3441106
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OPENING THOUGHT
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CEPerce
Expec
Brand Le
Value Added
Leadership Brand
INPUT PROCESS OUT
Sales and Movie Review
Initial Brand
Movie
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PHILOSOPHY
“Provide different
Horror with fam
creates new customer expe
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SYSTEM DIAGRAM
PerceptionCEM + Value Added
INPUT PROCESS OUT
CONTROL
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CONCEPT DIAGRAM
PeopleProjecFramework
Strategy
ProcesTools
Purpose
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Purpose
To make people
HAPPYPerception > Expectation
ProjeFrameworkStrategy
ProceTools
CONCEPT DIAGRAM
People
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CONCEPT DIAGRAM
PeopleProFramework
Strategy ProTools
Purpose
CUSTOMER EXPERIENCE
MANAGEMENT
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CONCEPT DIAGRAM
PeopleProjecFramework
Strategy
Pro
s
Purpose
Tools
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SYS
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SYSCUSTOMER EXPERIENCE MODEL
MARKETING
Analysis
STP
Analysis
SYS
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SYSCUSTOMER EXPERIENCE MODEL
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CONCEPT DIAGRAM
-
Process-
STPChildren – Teen (3-19) Family, Children, Teen Likes cartoon comedy
Fa
AlignmentCorporate STP with all strategy into an action
CONCEPT DIAGRAM
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CONCEPT DIAGRAM
AnticipationCreativity, engaging with the story, newest sound
effect/graphic
ActionPromotion, digital website, trailer, event
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D DAY TOUCH POINT
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D-DAY TOUCH POINT
5 Senses
POST TOUCH POINT
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POST TOUCH POINT
Partnership
FANS CLUB
SYS
CUSTOMER EXPERIENCE MODEL
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SYSCUSTOMER EXPERIENCE MODEL
PROCESS
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PROCESS
Adaptation5 senses
CONCEPT DIAGRAM
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CONCEPT DIAGRAM
-Process: 5 Senses-
Quality of Pictures and Animation
Advance Technology and Graphic
Attractive Trailer
See the Excitements
CONCEPT DIAGRAM
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CONCEPT DIAGRAM
-Process: 5 Senses-
Interactive Picture
Interactive Games
Transylvania Toys
Transylvania Accessories
CONCEPT DIAGRAM
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CONCEPT DIAGRAM
-Process: 5 Senses-
Feel The Love and Sacrifice
Product Promotion (“Zing” soft drink)
Taste the Experience
CONCEPT DIAGRAM
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CONCEPT DIAGRAM
-Process: 5 Senses-
As if inside and smell the scene in the
movie
CONCEPT DIAGRAM
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CONCEPT DIAGRAM
-Process: 5 Senses-
Hear the Joy and Happiness (laugh)
High Quality of the Sound and Sound
Effect (Dolby)
Movie Soundtrack
SYS
CUSTOMER EXPERIENCE MODEL
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SYSCUSTOMER EXPERIENCE MODEL
SYS
CUSTOMER EXPERIENCE MODEL
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SYSCUSTOMER EXPERIENCE MODEL
CONTROL BRAND LE
Consistency and Pe
CONCEPT DIAGRAM
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CONCEPT DIAGRAM
AssuranceKaizen
CONCEPT DIAGRAM
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CONCEPT DIAGRAM
PeopleProjecFramework
Strategy
ProcesToolsPurpose
CONCEPT DIAGRAM
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CONCEPT DIAGRAM
Advertisement
High Quality of Animation and
Technology
Partnership
Marketing Mix
Soundtrack
CONCEPT DIAGRAM
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CONCEPT DIAGRAM
PeopleProjecFramework
Strategy
Purpose
Tools Proce
CONCEPT DIAGRAM
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CONCEPT DIAGRAM
Persuasive, Creative, Engaging, InnovationMarketer
Creative, Advanced in New Tech, Dedicated
to the Project, Create a Good MovieAnimators
Understand the Story, Dubbing SkillActors
Soundtrack SingersSinger
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Purpose
Strategy Plan: Deliver cust
beyond expectation
Business Plan:
Pre: Photo booth,
trailer, availa
happy
D-day: Premiere, The
commentato
Post: Fans club
Marketing Plan: Event, Bu
Co-promotion
Framework
Strategy
PrTools
Projec
People
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Purpose
Proje
Framework
Strategy
ProcesTools
Strategy OperateImplement
People
CEM
Delivery customer
experience beyond
expectation
Pre, D-day, Post
Marketing Mix
STP
Review
e.g: Soundtrack (often being
downloaded)
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Purpose
Proje
Framework
Strategy
ProcesTools
People
Implement
Pre: Photo booth, web
promotion, trailer,
availability of the
ticket, happy meal
D-day: Premiere, Theater,
Review of
commentator
Post: Fans club
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Purpose
Proje
Framework
Strategy
ProcesTools
Strategy OperateImplement
People
CEM
Delivery customer
experience beyond
expectation
Pre, D-day, Post
Marketing Mix
STP
Review
Soundtrack (often being
downloaded)
DELTA MATRIX - T
DELTA MATRIX
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Purpose People
Scope Support S
Strategy Structure
DELTA MATRIX T
Holistic
Thinking
System
Thinking
Critical
Thinking
PUR
DELTA MATRIX
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PUR
EPurpose People Process
Scope SupportSchedul
e
StrategyStructur
eSystem
To make people
HAPPYPerception > Expectation
PE
DELTA MATRIX
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PEPurpose People Process
Scope SupportSchedul
e
StrategyStructur
eSystem Marketer
Creative, Advanced in Ne
Remarkable CharacAnimators
Understand the Story, DuActors
Soundtrack Singers, RemarSinger
Creative and Imaginative, Un
Story, Attractive, Un
Director
/ Author
PE
DELTA MATRIX
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PEPurpose People Process
Scope SupportSchedul
e
StrategyStructur
eSystem Marketer
Persuasive, Creative,
Engaging, Innovative
Marketer
PE
DELTA MATRIX
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PE
comedy, cartoon,
understand the
western’s horror
Purpose People Process
Scope SupportSchedul
e
StrategyStructur
eSystem
Consumer
PR
DELTA MATRIX
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PR
SProcess
Scope SupportSchedul
e
StrategyStructur
eSystem
Purpose People
Awareness Analyze STP
AlignmentCorporate STP with all strategy into an ac
AnticipationCreativity, engaging with the story, newest sou
effect/graphic
Action
Promotion, digital website, trailer, even
AssuranceKaizen
Adaptation5 senses
S
DELTA MATRIX
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S
EScope Support
Schedul
e
StrategyStructur
eSystem
Purpose People Process
GLOBAL – Children, Teenager,
DELTA MATRIX
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StrategyStructur
eSystem
Scope SupportSchedul
e
Purpose People Process
People Process Too
• Creative
• Persuasive• Innovative
• CEM Model
• 6 As
• Tech
• Fund
SCHE
DELTA MATRIX
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SCHE
Post Premier
D - Day
Pre Premier Movie
Increase th
Awarenes
Scope SupportSchedul
e
StrategyStructur
eSystem
Purpose People Process
SCHE
DELTA MATRIX
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SCHE
Post Premier
D - Day
Pre Premier Movie
Attract People
Watch
Scope SupportSchedul
e
StrategyStructur
eSystem
Purpose People Process
SCHE
DELTA MATRIX
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SCHE
Post Premier
D – Day
Pre Premier Movie
Scope SupportSchedul
e
StrategyStructur
eSystem
Purpose People Process
People Still Want to
STRA
DELTA MATRIX
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S
YScope SupportSchedul
e
StrategyStructur
eSystem
Purpose People Process
STRATEGYPLAN
BUSINESSPLAN
Customer
Experience
Management
Deliver beyond
cust. Expectation
Capture the right
moment
Cooperate with
many partners
STRUC
DELTA MATRIX
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Purpose People Process
Scope SupportSchedul
e
StrategyStructur
eSystem
Markerter
Production House
Customer
ProdHo
Pro
Actors
Musicians
SYS
DELTA MATRIX
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Purpose People Process
Scope SupportSchedul
e
StrategyStructur
eSystem
PerceptionCEM + Value Added
CONTROL
INPUT PROCESS OUT
DELTA MATRIX
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VICTIM OFGLOBALIZATION
DELTA MATRIX
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VICTIM OFGLOBALIZATION
DELTA MATRIX
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VICTIM OFGLOBALIZATION
DELTA MATRIX
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VICTIM OFGLOBALIZATION
DELTA MATRIX
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VICTIM OFGLOBALIZATION
DELTA MATRIX
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VICTIM OFGLOBALIZATION
DELTA MATRIX
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VICTIM OFGLOBALIZATION
DELTA MATRIX
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VICTIM OFGLOBALIZATION
DELTA MATRIX
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VICTIM OFGLOBALIZATION
DELTA MATRIX
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VICTIM OFGLOBALIZATION
MESSAGE
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FAMILY RELATIONSHIPNEW PARADIGM
HISTOR
ONION DIAGRAM
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TARGET
OBJECTIVE
GOAL
Becoming the
leader
Increasing bra
and brand
People awa
measured by inc
sales
CONCEPT DIAGRAM
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ProjecFramework
Strategy
ProcTools
People
Purpose
CONCEPT DIAGRAM
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Purpose
ProjeFramewor
k
Strategy
ProcTools
People
To become
the global market leader
CONCEPT DIAGRAM
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PeopleProjFramework
Strategy ProcTools
Purpose
Increasing the brandimage & brand value
CONCEPT DIAGRAM - PROCESS
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Framewor
k
Tools
Analyze STP Co-promotion
Keep
Innovating
Brand IdentityQuality
Management
CONCEPT DIAGRAM - TOOLS
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PeopleFramewor
k
Tools
Marketing Research
aboutMarketing Mix
(7Ps)
Movie
CONCEPT DIAGRAM - PEOPLE
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Framewor
k
Tools
Customers
Brand Ambassador
Shareholders
Production House
EXTERNAL PARTIES
Emp
INTERNAL PAR
CONCEPT DIAGRAM
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Purpose
Strategy Plan
increase brand image and br
Business Plan
partnership with produMarketing Plan
co-promotion through SFramework
Strategy
ProcesTools
Project
People
CONCEPT DIAGRAM
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Purpose
Pr
Framework
Strategy
ProTools
Strategy OperateImplement
People
Brand
Leadership
Management
Increase
Branding
Partnership
Co-
promotion
Analyze STP,
Marketing
Mix
Balance Scorecard
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Why Skyfall ?
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Opulent & Luxurious Surround
Why Skyfall ?
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Casanova
Why Skyfall ?
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Young Adult - Adult Worldwide
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
BRAND ELEMENT
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Luxury Cars
Watch
Beverages
Wardrobe
Gadgets
DELTA MATRIX | purpose
Purpose People Process
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Scope SupportSchedul
e
StrategyStructur
eSystem
To become global market leader
DELTA MATRIX | peoplePurpose People Process
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Scope SupportSchedul
e
StrategyStructur
eSystem
Target market Internal Parties ShareholdersExter
Part
DELTA MATRIX | processProcessPurpose People
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Scope SupportSchedul
e
StrategyStructur
eSystem
Market
Research
Analyze STP
Co-promotion
Brand Identity
Brand Images &
Brand Identity
Qua
Manag
DELTA MATRIX | scopePurpose People Process
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Scope SupportSchedul
e
StrategyStructur
eSystem
GLOBAL
DELTA MATRIX | supportPurpose People Process
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StrategyStructur
eSystem
Scope SupportSchedul
e
People Process Market research
DELTA MATRIX | schedulePurpose People Process
Y Ad l (WHO?
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StrategyStructur
eSystem
Scope SupportSchedul
e
Rich
Young Adult (
Customer-Driven
(Analyze STP)
WHO?
HOW? WH
Market Entry
Strategy
Process-Driven Market
DELTA MATRIX | schedulePurpose People Process
WHO?
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StrategyStructur
eSystem
Scope SupportSchedul
e
Customer-Driven
(Analyze STP)
WHO?
People satisfaction towards
luxury products
Market Entry
Strategy
HOW? WH
Process-Driven Market
DELTA MATRIX | schedulePurpose People Process
WHO?
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StrategyStructur
eSystem
Scope SupportSchedul
e
Customer-Driven
(Analyze STP)
WHO?
Co-promotion through famous
classic movie (Skyfall)
Market Entry
Strategy
HOW? WH
Process-Driven Market
DELTA MATRIX | strategyPurpose People Process
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Scope SupportSchedul
e
StrategyStructur
eSystem
Increasing brandleadership
management
Brand image &brand valuethrough co-
promotion (Skyfall)
Marketing m
DELTA MATRIX | structurePurpose People Process
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Scope SupportSchedul
e
StrategyStructur
eSystem
Company
Marketing
(Co-promotion)Productio
DELTA MATRIX | systemPurpose People Process
S h d l
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Scope SupportSchedul
e
StrategyStructur
eSystem
Initial Brand Value
Marketing Research
Increase brand image
& brand value
through co-
promotion in Skyfall
A ma
(Glo
Le
Total Sales &
Consumer Review
INPUT PROCESS OU
DELTA MATRIX
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Target
market
Internal
Parties
Shareho
lders
External
PartiesMarket
Research
Analyze STP
Co-promotion
GLOBAL
People ProcessMarket
researchMovie
Process-
Driven
Increasing brandleadership
management
Brandimage&brandvaluethroughco-promotion (Skyfall)
Marketing mix
Company
Marketing
(Co-
promotion)
Production
House
CONCLUSION
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LEADERSHIP
BRAND
BRAND
LEADERSHIPCEM
CLOSING THOUGHT
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“Be not afraid of growing slowly be a
being standing still.” – Chinese prove
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Good Night
and
Sweet Dream
