Date 03.18.09 MIX09 The Venetian Las Vegas, NV Go Beyond Best Practices: Evolving Next Practices to...

Date

03.

18.0

9

MIX09The Venetian

Las Vegas, NV

Go Beyond Best Practices: Evolving Next Practices to Prosper in the 21st Century

http://visitmix.com/

http://mima.org/

http://mima.org/

http://mima.org/

http://mima.org/

http://www.mima.org/

© 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


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



How does your business cause its customers to feel?



“Emotions are important determinants of economic behavior - more so than rationality.”

Dr. Daniel Kahneman,Princeton Psychology Professor

Nobel Prize Winner in Economics 2002



“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



“Firms of Endearment”



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



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



the brand canyon™



“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



value relationships

brand value how I feel about the company

customer value

how I feel in and about the

experience



types of clues that customers experience

what we taste

what we feel

what we see

what we hear

what we smell



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



what kind of experience do these clues create?what if we managed these clues?



“you cannot NOT have an experience…

…the question is, how managed or haphazard is that experience?”

Lou Carbone,President & CEO

Experience Engineering, Inc.



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



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



ROI ObsessionROY ObsessionY Are We Doing It (Effect)Y Will it Make A DifferenceY Wouldn’t We Do ItY Does it Make Sense



"People will forget what you said. They will forget what you did, but they will never forget how you made them feel."

Eleanor Roosevelt



For Further Information On Managing Experience as a Value Proposition Contact:

[email protected]

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

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