ABSTRACT
This chapter focuses on the offer of “experience” itself as the first component of the “7Es” of the experiential marketing mix that replaces the “P” of product, which is part of the traditional marketing mix or 7Ps. It describes the new tools, such as the Experience Territory Matrix (ETM), which can be used by companies to create and design a suitable, satisfying, and profitable customer experience, as well as the EXQUAL tool to measure and improve the quality of customer experiences. The chapter explains designed the Experience Territory Matrix, a tool that helps companies manage their portfolio based on experiences instead of products. The ETM matrix introduces four typologies of customer experiences that regard a customer’s perception of respect and the company’s customer-centricity. In the ETM matrix, customer experience enchantment can be produced when a customer’s perception of respect is high and the company’s consumer-centricity is low.
