Post on 27-Jan-2015
description
The art of moving people Raising the bar of Customer Experience (Inspired by Disney)
Rob van Vlokhoven Twitter; @robvanvlokhoven
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Product variety has not necessarily resulted in better consumer experiences
Also business has grown hopelessly out of touch with the people it should be serving
That’s why we are experiencing a commodity-trap
While we are constantly looking for inspiration and new experiences to help us to position ourselves
And to realize our dreams!
So… In order to stay competitive organisations have to reinvent themselves as EXPERIENCE innovating BRANDS, oriented to meaningful value co-creation in an evoking mode
A theoretical framework;
Don’t worry nice pictures will follow!!
Co-creation of Value
New frame of reference for value-creation
Prahalad and Ramaswamy (Future of Competition)
Experience co-creation
Raswamy (Creating value through Customer Experiences)
Progression of economic value
Pine and Gilmore (The experience economy)
In this paradigm the firm and consumer co-create value at different points of interaction
Value configuration space
Vargo (Toward a transcending conceptualization of relationship)
Encounter process
Storbacka and Suvi (Customer relationships and the heterogeneity of firm performance)
Co-creative interactions
Ramaswamy (Creating value through Customer Experiences)
Key findings
New competitive advantage is all about value co-creation Interaction is at the heart of value co-creation Every event/ experience is a trigger for interaction Remarkable interactions build relationships Experiences become the means to guide personal and business transformations Quality depends on the infrastructure for interaction
A change in value creating logic
Value in Context
Vargo and Lusch (Service Dominant Logic)
Migrating to co-creation experiences
Prahalad and Ramaswamy (Co-creating unique value with customers)
Design thinking
Boland and Collopy (Design matters for management)
Co-created experiences are all about contextual relationships, individual involvement and personal meaning
The brand as stimulus for co-creation
Brand = Badge
Smith (Managing the customer experience)
Badge = The way a brand is built inside the
minds of people
Brand = Experience
Ramaswamy and Prahalad (Future of competition)
Experience = A set of all events in a narrative
Hans Bouwknegt
Like a story brands evolve through experiences
Brand = Identity
Hatch and Schultz (Elements of a corporate brand)
Identity = Knowing who you are
Morel and Van Gils (Identitymarketing)
Brand = Promise
Roscam Abbing (Brand driven innovation)
Brand promise = The value you commit to co-create with your customers
Brand = Relationship
&Samhoud (Organizational Relationships in a Value profit chain)
Relationship = Role of the moment (Contextual)
Black swan
Relationships are about… PEOPLE PEOPLE PEOPLE
So… What relationship would the world miss if your company didn’t exist?
Discover your Core Ideology
Collins and Porras (Building your company’s vision)
By the way…You CANNOT fulfil a purpose
Requirements of a brand promise
Orientation Animation Authentic Simple
Based on Cummings and Wilson & Pine and Gilmore
This way a brand promise becomes a meaningful and evoking design theme
A brand sets in motion a process of change
Now before continuing… Do you fully understand the type of business you are in?
Do you really??
Promise delivery
Brand behaviour is manifested in its touchpoints
Mark Churchman – Senior global creative director Philips
Consumers preferences and motivations are far less influenced by the functional attributes of products and services than the subconscious sensory and emotional elements derived by the total experience
Gerald Zaltman
Being an experience innovating brand therefore requires an holistic approach
Attention to the Customer Journey
Marc Stickdorn and Jakob Schneider (Service Design Thinking)
Context Mapping
Innovation is served – Dutch ministry of economic affairs
Experience Mapping
Starbucks Experience Map by Eric Berkman
And Experience Design
Lego via Bruce Temkin
The point is to deliver a deliberate customer experience consistently
Naïeve to Natural Model
(Beyond Philosophy)
Remember to keep your experience innovations in sync with your brand promise
Delighting your customers with your experience innovations will boost your business
The service profit chain
Heskett, Jones, Loveman, Sasser and Schlesinger
(Putting the service-profit chain to work)
The service profit chain (a different view)
Chip Conley – Joie de Vivre
Yet most of all… successful experience innovation is a leadership issue
“It is kind of fun to do the impossible”
Walt Disney
Steve Jobs
“You don’t learn to walk by following rules” – Richard Branson
“Delivering Happiness” – Tony Hsieh
Therefore it is a leader’s challenge to push managers from their zone of comfort to a zone of opportunity
And to stimulate internal and external connectivity-concepts
Connection = The stimulus you provide + the
response provided by the listener
Iain Carruthers (How to move minds and influence people)
This requires attention to the art of storytelling
Kirby Ferguson – Everything is a Remix
And gamification
Jesse Schell – TED Beyond Facebook
Key findings
If quality depends on the infrastructure for interaction, then companies need to focus on experience platforms where they can co-create value through transformative dialogue To start interacting a trigger is needed, so in order to build relationships companies need to know what value they want to co-create with their stakeholders Now with co-creation being found at multiple points of interaction it is our challenge to come up with new connectivity-concepts which are in line with our brands
A Business Case; WALT DISNEY WORLD
!
A start of a Magical journey
The Disney Brand
Disney on Branding
Having a brand means having a clear proposition in the market, so that people know where you stand for. That identity can make you stand out in markets that are increasingly cluttered as companies around the globe compete for the same customer base. You need to have people who know who you are and that is having a brand. Part and parcel to that is having customer relationships. Having people who come to your brand and who you go back to because you know them and they know you. Sustaining building those customer relationships overtime can give you a huge competitive advantage.
Matt Ryan - Senior Vice President Brand Management Disney
Vision statement
Walt Disney World will always be dedicated to making dreams come true. In this magical world, fantasy is real and reality is fantastic. A wonderful sense of community awaits where all are greeted as welcome guests who become cherished friends. For all who work and play here, Walt Disney World will be a source of joy and inspiration.
Essence statement
Walt Disney World is a magical passage into a world of fantasy and adventure. Here we can wish upon a star, experience the impossible and bring our dreams to life. Together, treasured friends discover a wonderland that dazzles, delights, and renews through all the seasons of a lifetime.
Mission statement
Our mission is to honour our heritage and continually reinvent Walt Disney World. “Disneyland will never be complete. It will continue to grow as long as there is imagination left in this world”
Walt Disney
Brand Values
Honesty We deal with each other in a sincere and straightforward manner
Integrity We act in a manner consistent with words and beliefs
Respect We treat others with care and consideration
Courage We pursue our beliefs and perseverance
Openness We share information freely
Diversity We respect, appreciate and value everyone (R.A.V.E.)
Balance We strive for stability and vitality in our lives
“When values are clear decisions are easy”
Roy Disney
Disney’s brand promise; Creating happiness
!
Brandpromise = Creating Happiness
Remember; You CANNOT fulfill a purpose
You cannot create happiness, but you can create the circumstances in which happiness can occur
Chip Conley (Joie de Vivre)
At Walt Disney World happiness is found in personal transformations
!
Transformations have always been at the core of Disney’s purpose
!
Cinderella http://www.youtube.com/watch?v=xFKN_dz8YBE
Pinocchio http://www.youtube.com/watch?v=tefyCG5Yftk
The Little Mermaid http://www.youtube.com/watch?v=2BZp2dxpwF8
Princess and the frog http://www.youtube.com/watch?v=10Phb-uDdx8
Beauty and the Beast http://www.youtube.com/watch?v=ms05La1pDIU
How does Disney know that an experience innovation is in line with their Brand?
Disney Brandweb
Via Tom Wolbers (Senior Vice President Disney Cruise Lines)
Disney Brandweb
7 Dimensions 21 Questions Minimum score of 17
Experience; Is our experience innovation unique? 1. Is our innovation an immersive experience which
relates to all senses? 2. Does our experience innovation bring joy to families? 3. Is our experience innovation a Disney creation?
Key learning element; A deep emphasis on STORYTELLING
Promise Delivery
Disney’s business model; Great leadership -> Cast excellence -> Guest satisfaction -> Business results
Disney’s business model; People -> People -> People -> Business results
Three delivery systems
People Setting Processes of interaction
People
Traditions will transform daily routines into daily rituals
Growing a service culture
Cast the right people
Train them right
Define behaviour in terms of how you want to interact with your guests
Learn from them (You said – We Listened)
Provide them with the right information (Tell-A-Cast)
Reward the right brand behaviour
Help them to start interacting
Realize that every role is a starring role
Put them in your guest’s shoes
Three delivery systems
People Setting Processes of interaction
A gateway to…
Another world!
Design high touch areas – Turtle Talk with Crush
Interactive queue at The Haunted Mansion
Character meetings
Design high show areas
Hidden Mickey’s – It’s in the details
Bring characters to life - Animatronics
Design high tech areas - Utilidor
Command and control centre
Embrace virtual reality
And other Mobile opportunities
Such as Gamification with Gowalla
Three delivery systems
People Setting Processes of interaction
Disney Magic is found within interaction
Cast – Guest interaction
Character – Guest interaction
Setting – Guest interaction
Guest - Guest interaction
Family interaction
Community interaction – Fans
Community interaction – Moms
Community interaction – Families
Community interaction – Voluntears
Magical Moments can happen anytime, anywhere! (Contextual)
Some of them are cleverly designed
Magical Moment; Guest of the day programs
Magical Moment; Honorary roles in shows
Magical Moment; Honorary roles in attractions
Magical Moment; Honorary badges, buttons and certificates
Magical Moment; Hands-on activities unique to the location
Magical Moment; Special games and activities for children
Yet most of them happen because Castmembers know how to listen and know how to use their creativity to exceed your expectations! (take 5’s)
Rescue of Chilean Miners
A celebration of Life
Magical Moment; Riding Cinderella’s horse
Celebrating a Birthday
Celebrating a First visit
A big fan of Tinkerbell
Instant Guest Assistance
And immediate service recovery
Newly weds
Have a magical day Maggie
What time does the 3:00 o’clock parade start is NOT a question about time
Every character has a story to share
Imagine you were Matt, Allan or Danielle… What would you say to Maggie or the big Tinkerbell fan?
Promise Delivery An extended view
Themes and events help to continuously reinforce the Disney Brand
Mickey’s not so scary Halloween party
Mickey’s very merry Christmas party
Cheerleading and Dance Worlds Championship
Walt Disney World Marathon
As do new rides, shows, updates and new technical innovations
New ride - Ariel’s adventure
New show/ parade - Soundsational
An old ride
A new movie
An updated ride
Extended Experiences - Transformational
Extended Experiences - Memorable
Technical Innovation 1.0 - Fountainshow
Technical Innovation 2.0 - Fountainshow
Technical Innovation 3.0 - Fountainshow
Conclusion; A branded customer experience started with Disney
And ever since all of Disney’s innovations and aspects of design are there to support human interaction
What’s your focus?
Till next time!
The art of moving people Raising the bar of Customer Experience (Inspired by Disney)
Rob van Vlokhoven Twitter; @robvanvlokhoven