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Customer Experience
 

Customer Experience

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    Customer Experience Customer Experience Presentation Transcript

    • How was it for you?
    •  
    • Marketing Made Simple
    • We live in a world of amazing choice
    • We are surrounded by choice
      • “ Choose Life. Choose a Job …choose a big television, choose washing machines, cars, compact disc players and electrical tin openers. Choose fixed-interest mortgage repayments. Choose a starter home …choose leisurewear and matching luggage. Choose a three piece suite …in a range of fabrics. Choose your future. Choose life.” Train Spotting - 1997
    • BUT..... There are “thousands of mundane choices [about] all these kinds of orange juice and cereal … you loose your life in these things. It becomes very shallow.” - Natan Sharansky – Russian Refusenik, Israeli Politician
    • The choice paradox The more choice I have The less time I have to choose Always assuming that I know what I want
    • What do you want for Christmas?
      • What we will get for Christmas
      • Clothes
      • Books
      • Electricals
      • Toiletries
      • Humorous Novelties
      • More Fattening Food
      • More Alcohol
      • What you want for Christmas
      • Time
      • Sleep
      • Holiday
      • A Rest
      • Sex
      • Calm and Quiet
      • Fun
    • 35% of UK adults say they would rather spend their money on experiences than material goods
    • BOTTOM LINE
      • People want/need an experience
    • The “Experience Pyramid” Experiences Services Goods Raw Materials
    • “ Experiences are as distinct from services as services are from goods.” Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage
    • Experience: “Rebel Lifestyle!” “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.”
    • “ We have identified a ‘third place.’ And I really believe that sets us apart. The third place is that place that’s not work or home. It’s the place our customers come for refuge.”
    • “ We strive to refresh the world, inspire moments of optimism and happiness, create value and a difference”
    • “ Make People Happy ...”
    • “ ......... as a brand is all about community. It’s about bringing people together and sharing stories.”
    • Who’s in charge of your experience?
      • The Big Question
    • Experience 101
    • The big experience mistake
    • Claims experience issues CI Motor IBT, verbatim comments made between January and March 2011
    • Experience is in the “i” of the beholder.
    • Building the perfect Experience.
      • Overt Benefit
      • Reason to believe
      • DRAMATICALLY DIFFERENCE!
    • Why is this important to you and UK PLC?
    • Experiences Services Goods Raw Materials What do we have left?
    • Experiences Services Goods Raw Materials This is who we are
    • Experiences Services Goods Raw Materials This is what we do
    • Building the perfect Experience.
      • Overt Benefit
      • Reason to believe
      • DRAMATICALLY DIFFERENCE!
    • The end of the Ian Hughes Experience Thank you
    • The end of the Ian Hughes Experience