Ch 7 The New CX.pptx of kotler 5 book for marketing

this is a summary of ch7 of kotler 5 book of marketing

1. CHAPTER 7: The New CX Machines Are Cool, but Humans Are Warm Presented to Prof. Dr. Talaat Asaad Prepared By Ahmed El Gamaly

2. Content Evolution of Customer Experience (CX). The 5A’s Customer Path. Human vs. Machine Capabilities Collaborative Thinking. Seven Key Areas of Martech Use. Conclusion

3. Evolution of Customer Experience (CX). Past Concept: Originally, companies focused on goods and services. Current Focus: Businesses now turn their innovation focus to every touchpoint surrounding the products. The new ways to interact with a product are now more compelling than the product itself. The key to winning the competition no longer rests on the product but on how the customers evaluate, purchase, use, and recommend it. CX has essentially become a new effective way for companies to create and deliver more customer value.

4. Evolution of Customer Experience (CX). In fact, CX is one of the primary drivers of business results. One-third of connected customers are willing to pay more for a great CX, According to a Salesforce survey. A PwC study also found that almost three out of four customers say that a great CX will make them stay loyal. And customers would pay a price premium of up to 16% for a better CX.

5. What is the 5A Customer Path

6. The world's first robot-staffed hotel (Henn-na Hotel) In 2015, the Henn- na Hotel in Japan opened what Guinness World Records officially recognized as the world's first robot-staffed hotel. Multilingual front-desk robots are equipped with facial recognition to help guests with check-in and checkout. A mechanical arm stores luggage at the reception. The robot concierge helps order taxis while the robot trolley brings baggage to rooms, and the housekeeping robot cleans the rooms. Most amenities are also high-tech. For instance, each room is equipped with a facial recognition door lock and in-room clothing steam closet.

7. (Henn-na Hotel) The use of robots was a strategy of the hotelier to overcome the staff shortage in Japan. The expectation was that the minimum number of staff could run the hotel—keeping the labor cost down. But the robots created problems that frustrated guests, thus producing more work for the hotel staff to fix the issues. One example of a guest complaint was about an in-room tabletop robot that misunderstood snoring sounds for an inquiry and thus repeatedly woke up the sleeping guests

8. (Henn-na Hotel) Consequently, the hotel cut back on automation and “fired” half of its robots. This case highlights the limitation of full automation. Especially in the hospitality industry, which relies heavily on personal interactions, all-machine touchpoints may not be the best option after all. Not all tasks can be automated, as human connections are still indispensable. Robots are indeed cool, but people are proven to be warm. A combination of both will be the future of customer experience (CX)

9. Human vs. Machine Capabilities

10. Human and Machine in the New CX

11. The Knowledge Management Hierarchy

12. Combining the Strengths of Machines and Humans

13. There are seven most common use cases of martech across the customer path.

14. Technology plays a significant role in optimizing various marketing and customer service functions, but maintaining human interaction is essential for a complete and effective customer experience. Conclusion