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03.
18.0
9
MIX09The Venetian
Las Vegas, NV
Go Beyond Best Practices: Evolving Next Practices to Prosper in the 21st Century
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
lou carbone – founder & ceo minneapolis, minnesota
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
we live, eat, sleep, breathe and unravel the riddle that is
human experience for a select group of clients who want to
manage experience – and the value that experience can
create.
at experience engineering
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
© 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
How does your business cause its customers to feel?
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
“Emotions are important determinants of economic behavior - more so than rationality.”
Dr. Daniel Kahneman,Princeton Psychology Professor
Nobel Prize Winner in Economics 2002
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
“the tangible attributes of a product or service have far less influence on consumer preference than the sub-conscious sensory and emotional elements derived from the total experience.”
Dr. Gerald ZaltmanHarvard Business School
Laboratory of the Consumer Mind
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
“Firms of Endearment”
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
Stock Price Performance of FoE versus GtG versus S&P 500
0
200
400
600
800
1000
1200
1400
10 Years 5 Years 3 Years
FoE
GtG
S&P 500
Source: Adapted from Firms of Endearment; by Raj Sisodia, Jagdish Sheth and David B. Wolfe
(2007; Wharton School Publishing)
3 to 1 Ratio 1.7 to 1 Ratio
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
Firms of Endearment
Source: Adapted from Firms of Endearment; by Raj Sisodia, Jagdish Sheth and David B. Wolfe
(2007; Wharton School Publishing)
SPICE Society
Partners
Investors
Customers
Employees
FirmsOf
Endearment
ExperientialValue
Associatedwith Brand
S ociety
P artners
I nvestors
C ustomers
E mployees
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
the brand canyon™
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
“ladies and gentlemen, serving ladies and gentlemen.”
Ritz Carlton
the brand canyon™
what customers feel about company!
what customers feel about themselves!
brand
product
service
treatment
experience
feelings
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
value relationships
brand value how I feel about the company
customer value
how I feel in and about the
experience
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
types of clues that customers experience
what we taste
what we feel
what we see
what we hear
what we smell
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
categories of clues
stimuli associated with people – choice of words, tone of voice, level of enthusiasm, appearance, body language
humanic clues
emotional
mechanic cluesstimuli associated with things – sights, smells, sounds, textures
emotional
functional cluesfunctionality of the goodor service
rational
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
what kind of experience do these clues create?what if we managed these clues?
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
“you cannot NOT have an experience…
…the question is, how managed or haphazard is that experience?”
Lou Carbone,President & CEO
Experience Engineering, Inc.
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
learn create do• assessment• experience audit
•motif•design
• implementation• stewardship
Experience Engineering …
…helps understand, align & manage experience clues to optimize the value of experiences create
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
using the motif as a northstar to generate experience designs embedded with clues
• eliminate or abate negative clues• improve neutral clues • dial up or create preference clues
acceptanceNo Differentiation
rejectionNegative Differentiation
- commodity zone +
preferencePositive Differentiation
engineering customer experiences
• move from “make and sell” to “sense and respond” • customer back (emotional/rational bond)• understand and leverage role of the unconscious mind• clue conscious• rigorous systems to develop and manage clues
© 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
ROI ObsessionROY ObsessionY Are We Doing It (Effect)Y Will it Make A DifferenceY Wouldn’t We Do ItY Does it Make Sense
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
"People will forget what you said. They will forget what you did, but they will never forget how you made them feel."
Eleanor Roosevelt
© 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without
written permission is prohibited.
For Further Information On Managing Experience as a Value Proposition Contact:
thank you
© 2009, All Rights Reserved. Experience Engineering, Inc.
31
© 2009, Experience Engineering, Inc.All rights are reserved. No portion of this document may be reproduced in any form or used in anyway without the express written permission of:
Experience Engineering, Inc.7808 Creekridge Circle, Suite 320Minneapolis, MN 55439
952 942-8880www.experienceengineering.com