Las Vegas NV Go Beyond Best Practices Evolving Next Practices to Prosper in the 21st Century lou carbone founder amp ceo minneapolis minnesota we live eat sleep breathe and unravel the riddle that is human experience for a select group of clients who want to manage experie ID: 628330
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Slide1
Date 03.18.09
MIX09
The Venetian
Las Vegas, NV
Go Beyond Best Practices: Evolving Next Practices to Prosper in the 21st Century Slide2Slide3
lou carbone – founder & ceo
minneapolis,
minnesotaSlide4
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 engineeringSlide5Slide6
How does your business cause its customers to feel?Slide7Slide8Slide9
“Emotions are important determinants of economic behavior - more so than rationality.”
Dr. Daniel Kahneman,Princeton Psychology ProfessorNobel Prize Winner in Economics 2002Slide10
“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 Zaltman
Harvard Business SchoolLaboratory of the Consumer MindSlide11
“Firms of Endearment”Slide12
Stock Price Performance of FoE versus GtG versus 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 Ratio1.7 to 1 RatioSlide13
Firms of Endearment Source: Adapted from Firms of Endearment; by Raj Sisodia, Jagdish Sheth and David B. Wolfe (2007; Wharton School Publishing)
S
PIC
E
Society
Partners
Investors
Customers
Employees
Firms
Of
Endearment
Experiential
Value
Associated
with Brand
S
ociety
P
artners
I
nvestors
C
ustomers
E
mployeesSlide14
sense and respond
sense and respondSlide15
the brand canyon™Slide16
“ladies and gentlemen, serving ladies and gentlemen.”
Ritz Carltonthe brand canyon
™
what customers feel about company!
what customers feel about themselves!
brand
product
service
treatment
experience
feelingsSlide17
value relationships
brand value
how I feel about the company
customer value
how I feel in and about the experienceSlide18
types of clues that customers experience
what we taste
what we
feel
what we
see
what we hear
what we smellSlide19
categories of clues
stimuli associated with
people – choice of words,
tone of voice, level of
enthusiasm, appearance,
body language
humanic cluesemotional
mechanic clues
stimuli associated with
things – sights, smells,
sounds, textures
emotional
functional clues
functionality of the good
or service
rationalSlide20Slide21Slide22
what kind of experience do these clues create?
what if we managed these clues?Slide23
“you cannot NOT have an experience……the question is, how managed or haphazard is that experience?”Lou Carbone,President & CEO
Experience Engineering, Inc.Slide24
learn
create
do
assessment
experience audit
motif
design
implementation
stewardship
Experience Engineering …
…helps understand, align & manage experience clues to optimize the value of experiences createSlide25Slide26
using the motif as a northstar to generate experience designs embedded with clues eliminate or abate negative cluesimprove neutral clues dial up or create preference clues
acceptance
No Differentiation
rejection
Negative Differentiation
-
commodity
zone
+
preference
Positive DifferentiationSlide27
engineering customer experiencesmove from “make and sell” to “sense and respond” customer back (emotional/rational bond)understand and leverage role of the unconscious mindclue consciousrigorous systems to develop and manage cluesSlide28
ROI Obsession
ROY Obsession
Y Are We Doing It (Effect)
Y Will it Make A DifferenceY Wouldn’t We Do ItY Does it Make Sense Slide29
"People will forget what you said. They will forget what you did, but they will never forget how you made them feel."
Eleanor RooseveltSlide30
For Further Information On Managing Experience as a Value Proposition Contact:
lcarbone@expeng.com952.942.8880
thank youSlide31
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 320
Minneapolis, MN 55439952 942-8880
www.experienceengineering.com