Customer Experience
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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