Books profiles

2018-09-06

Signature Experience


Pages: 144

Trade Paper: ISBN 9788885486591; $29,95

Epub: ISBN 9788885486607; $19,95

Mobypocket: ISBN 9788885486614; $19,95

Author: (edited by) Stefania Saviolo

 

Table of Contents

 

Preface by D. D’Angelo

Foreword


Part 1. Contextualising

1 Defining Consumer Experience by S. Saviolo
1. Welcome to the customer-experience business
2. Customer Experience defined
3. From touch-points to the omni-channel customer journey
Notes

2 The Evolving Fashion and Luxury Eco-System by S. Saviolo
1. Defining the context
2. The pattern of evolution
Notes

3 Fashion “Augmented Creativity” (and Its Dark Side) by S. Saviolo
1. Managing creativity in the era of engagement
2. The dark side of augmented creativity
Notes

 

Part 2. Crafting

4 The Signature Experience Framework by P. Pedersoli, S. Saviolo
1. The signature experience framework
2. From Guessing to Knowing
Note

5 Signature Touch-Points: Best Cases by L. Paladino
1. Engagement and consideration phase
2. Purchase phase
3. Service and feedback phase
Note

6 Crafting the Signature Experience Within the Fashion Communication Eco-System by E. Corbellini, L. Paladino
1. Brand communication strategy in a context of touch-points’
multiplication
2. Transmedia storytelling: before buying products,
people buy stories
3. The power of communities
4. Influencers: when people trust people
5 Orchestrating the content creation eco-system
Notes

 

Part 3. Engineering

7 The Organizational Framework by P. Pedersoli
1. The difficult journey to customer-centric organizations
2. The Marketing driven approach
3. The Retail driven approach
4. Who leads the change?
5. Who manages the change?
Notes

8 The Operations and Processes at the Heart of the Signature Experience Execution by P. Pedersoli
1. Why retail standards and people management matter
2. Codify the selling ceremony and other retail processes
3. Disseminate retail standards and getting people onboard
4. Manage hard and soft incentives
5. Continuously monitor and control
Note

9 Marketing Technology in the Era of the Experience-First Brands by A. Maggio
1. Implications of technology on the signature experience
2. How to facilitate the marketing technology building process
Notes

10 Signature Experiences DOs and DON’Ts by G. Gallone


Part 4. Envisioning

11 The Future Ahead by M. Alberti, M. Di Dio Roccazzella
Note

 

Afterword by G. Presca

Postface by G. Pecori Giraldi

Bibliography

About authors

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