MKT.5:11 - SoTA-Echoing

For constructing a whole experience concept, adapt the historical Customer Experience Management treatment in Schmitt, Experience Marketing, §5.3, pp. 88–90. Its move from wider customer context to a concept and its expression in products, environments, communications and organisational conditions supplies more construction than a contact list. The cross-contributor work is warranted when those conditions interact; a local sufficient repair is cheaper when they do not.

For the meaning and limits of that construction, adopt the distinctions in Becker and Jaakkola, 2020, Premises 1, 2 and 4. They distinguish the customer’s response from stimuli and evaluation, place experience beyond firm-owned contacts, and limit provider control to contributing conditions. This later synthesis corrects an overextended interpretation of experience management. Neither source proves that this concept will cause a particular response in a new setting. Reconsider the concept when observed response or changing conditions defeat its grounds.

For a feasible offering and providers, adopt the SYSE.2 and SYSE.8 constructions used in §4.3. They expose what a coherent experience description leaves undelivered. The trade-off is explicit design and coordination effort rather than assuming that aligned wording creates an aligned service.