Customer Experience


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Customer Experience

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