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Reenchanting our world with the Experience Economy beyondgoodsandservices
3NOV,TALKSANDUXINTERACTIONConferenceRoom2
Reenchanting our world with the Experience Economy
Bertrand Cochet
@bcochet
ExperienceStrategistandConsultingDirectorLyon,FRANCE
Reenchanting our world with the Experience Economy
WORKISTHEATER
दृश्य में आपका स्वागत है
Welcomeonstage
1.
Performingtheact
together
2.
Thefinalact:anewvision
forcustomers(anddesignteams)
3.
Welcome on stage
Reenchanting our world with the Experience Economy
www.exped
ia.co.in
What is the common characteristic between these brands?
Let’stellme...
Joe Pine Co-author of the Experience Economy book
Reenchanting our world with the Experience Economy
www.experienceecono
my.picardietourism
e.com
This man! TheExperi
enceEconomy
Commodity
Product
Service
Experience
Natural
Standardized
Customized
Personal
Fungible
Tangible
Intangible
Memorable
Transformation
EXTRACT
MAKE
DELIVER
STAGE
GUIDE
Reenchanting our world with the Experience Economy
Just a principle based on how we act!
©M
ersal201
7
Theater is not a metaphor
Readytosetthestag
e?
Let’sbepicky...
Reenchanting our world with the Experience Economy
Drama
The stage
Arrangements of incidents
Script
Theater
Performance
At work
Arrangements of details
Strategy
Process
Work
Offering
Audience
MYSTICA
A cross-divisions guests database
www.flickr.com
/pho
tos/ed
ublogger
Shared activities and customization
WORKSHOP
A well-known and expected journey
RITUALS
Reenchanting our world with the Experience Economy
Satisfaction Engagement
Earnings
Reenchanting our world with the Experience Economy
Welcomeonstage
1.
Performingtheact
together
2. Performing the act together
WORKISTHEATER
एक साथ कार्य प्रदर्शनThefinalact:anewvision
forcustomers(anddesignteams)
3.
Reenchanting our world with the Experience Economy
In order to take stage in the Workplace
©GeW
yIm
ages
Big roles to fill
CasXng
Dramaturgs
Strategicconsultants
Scripwriters
Processesandofferingstaff
Directors
Audience
Technicians
Setdesigners,propmanagers,costumemanagers,…
Stagecrews
Allinvolvedactors/employees/clients…
Reenchanting our world with the Experience Economy
E. Goffman, in The presentation of Self in Everyday Life
©GeW
yIm
ages
‘‘All human activity is acted, whether rehearsed or not’’
à ‘‘ as if ’’
à cut 95 percent
à intention
à making an entrance
à roles and
characterization
à subtext: body language,
props, costumes…
Actwellatwork
Reenchanting our world with the Experience Economy
Welcomeonstage
1.
Performingtheact
together
2.
Thefinalact:anewvision
forcustomers(anddesignteams)
3.
A new vision for customers (and design teams) THEFINALACT
एक नई दृष्
Reenchanting our world with the Experience Economy
Habituation, bias, mass-market adoption,… reduce satisfaction and quality of perceptions
#3. Careful with commoditization of experiences
3finaltake-aways
Equation: (what he wants) – (what he settles for)
#2. Remove all audience’s sacrifices
Forget marketing! Think global with Touchpoints, Context, Ecosystem…
#1. Theme your Experience
Ifyouwishtodivedeeperintoit,youcanrefertothe‘’ExperienceEconomy’’Book
Reenchanting our world with the Experience Economy
AsforShakespeare...
Think of ‘’ordinary innovation’’ instead of unwished pseudo- or real disruption!
Please, don’t be more digital than your audience
Now, [your] show must go on!
Reenchanting our world with the Experience Economy
Are you ready to embrace the Experience Economy?
WorkisTheater...andyouarepartofit!
Reenchanting our world with the Experience Economy
Savannah08Vancouver09Savannah10Boulder11Dublin12Toronto13Amsterdam14SanFrancisco15Helsinki16NewYork17Lyon18
Design Confluences: dissolving boundaries, building connections
3 - 8 February 2018 Lyon, FRANCE
interaction18.ixda.org
