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Customer Experience

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Transcript

  • 1. How was it for you?
  • 2.  
  • 3. Marketing Made Simple
  • 4. We live in a world of amazing choice
  • 5. 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
  • 6. 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
  • 7. The choice paradox The more choice I have The less time I have to choose Always assuming that I know what I want
  • 8. 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
  • 9. 35% of UK adults say they would rather spend their money on experiences than material goods
  • 10. BOTTOM LINE
    • People want/need an experience
  • 11. The “Experience Pyramid” Experiences Services Goods Raw Materials
  • 12. “ 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
  • 13. 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.”
  • 14. “ 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.”
  • 15. “ We strive to refresh the world, inspire moments of optimism and happiness, create value and a difference”
  • 16. “ Make People Happy ...”
  • 17. “ ......... as a brand is all about community. It’s about bringing people together and sharing stories.”
  • 18. Who’s in charge of your experience?
    • The Big Question
  • 19. Experience 101
  • 20. The big experience mistake
  • 21. Claims experience issues CI Motor IBT, verbatim comments made between January and March 2011
  • 22. Experience is in the “i” of the beholder.
  • 23. Building the perfect Experience.
    • Overt Benefit
    • Reason to believe
    • DRAMATICALLY DIFFERENCE!
  • 24. Why is this important to you and UK PLC?
  • 25. Experiences Services Goods Raw Materials What do we have left?
  • 26. Experiences Services Goods Raw Materials This is who we are
  • 27. Experiences Services Goods Raw Materials This is what we do
  • 28. Building the perfect Experience.
    • Overt Benefit
    • Reason to believe
    • DRAMATICALLY DIFFERENCE!
  • 29. The end of the Ian Hughes Experience Thank you
  • 30. The end of the Ian Hughes Experience