First of all, let's focus on pronunciation: When you read the title of this post have to pronounce Kansei in "Kaaaaan-Zai" plan. Obviously, this is a Japanese word.
The etymology of the word gives us clues about its real meaning. The syllable "can" it means "sensitividad"And the syllable"be" it means "sensitivity". That is, something like sensitivity perceived through the senses. But go ... so it is difficult to know what is the Kansei.
Kansei is a Japanese term used in product design and coming to define something like "the pleasure of using this product." There products kansei and Kansei products.
If you have an iPhone is easy to understand the meaning of Kansei. When the phone rings and you pick up the phone, notes her curves and weight, and with the index moving your hand from left to right across the screen, you accept the call ... the pleasure he feels, is Kansei.
There is also the concept of "Kansei engineering"Which is to incorporate emotion and affection in the design process for products with kansei.
But… Why it's important Kansei? What has to do with marketing?
If in the distant past we talked about Marketing Transactional (marketing based on the product), in the not so distant past speak of Relationship Marketing (marketing based on customer relationship), in the present, we must speak of Experiential Marketing based on excite the client when consuming our product. It is the natural consequence of Relationship Marketing: to achieve lasting relationship over time with your customers, you need to connect with them at the level of emotions. Here is where the kansei.
When differences between products are almost nil, the feelings generated by a product or even better, a brand, are decisive in determining what we buy.
So the products should be useful and attractive, but they also have Kansei: Should provide pleasurable experiences. The consumer experience of a product is as or more important than the product, hence companies need to strive to create a series of memorable events around the consumption of their products or services, to turn consumption into an experience.
Experiential Marketing (or emotional) is responsible for trying to get this experience will lead to customer loyalty to the brand.
Phew ... while I write this post with such academic (I just got out of a class and something had to be noted) will provide training thinking how could emotionally. The truth is that I always try and think it a certain emotional attachment to my students. But do they have Kansei my classes?
If you want to delve into the term, I recommend the description of the Kansei engineering It is appearing in the Wikipedia.
You may also be interested I wrote an article following the conference in Barcelona where Philip Kottler this famous Marketing guru told us about the 10 principles of the New Marketing.
Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.