03.05.08
quot;Getting Clued in to Experience Managementquot;

                                     MIX 08




            ...
© 2007, All Rights Reserved. Experience Engineering, Inc.
        Any use, copying or distribution without
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lou carbone – founder & ceo
minneapolis, minnesota




                  © 2007, All Rights Reserved. Experience Engineeri...
a lesson from 21 Minnesota winters




                                     © 2007, All Rights Reserved. Experience Engine...
at experience engineering

we live, eat, sleep, breathe and unravel the riddle that is
human experience for a select group...
progressive auto insurance
  needed to progress




Instant Response Vehicles at accident scene
     trained in loss and g...
Mayo Clinic
engineering customer experiences


            •   move from “make and sell” to “sense and respond”
            •   custom...
© 2007, All Rights Reserved. Experience Engineering, Inc.
        Any use, copying or distribution without
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clued in




           © 2007, All Rights Reserved. Experience Engineering, Inc.
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clued in




           1979
                  © 2007, All Rights Reserved. Experience Engineering, Inc.
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clued in




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clued in




           © 2007, All Rights Reserved. Experience Engineering, Inc.
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clued in




           © 2007, All Rights Reserved. Experience Engineering, Inc.
                   Any use, copying or d...
© 2007, All Rights Reserved. Experience Engineering, Inc.
        Any use, copying or distribution without
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© 2007, All Rights Reserved. Experience Engineering, Inc.
        Any use, copying or distribution without
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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“In business after business, our research has shown that
60-80% of customers who defected had said on a survey
just prior ...
Would you recommend to a friend or associate?


Extremely                                                                 ...
hierarchy of customer behavior



                                       ownership
                                       ...
© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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loyalty or a reward?




                       © 2007, All Rights Reserved. Experience Engineering, Inc.
                ...
© 2007, All Rights Reserved. Experience Engineering, Inc.
        Any use, copying or distribution without
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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ownership




            © 2007, All Rights Reserved. Experience Engineering, Inc.
                    Any use, copying o...
© 2007, All Rights Reserved. Experience Engineering, Inc.
        Any use, copying or distribution without
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© 2007, All Rights Reserved. Experience Engineering, Inc.
        Any use, copying or distribution without
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© 2007, All Rights Reserved. Experience Engineering, Inc.
        Any use, copying or distribution without
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
        Any use, copying or distribution without
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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experience preference model™



     rejection               acceptance            preference
  Negative Differentiation  ...
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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“Every Starbucks store is carefully designed to enhance the
quality of everything the customers see, touch, hear, smell or...
© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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experience management

                                        EMOTIONS
                                        Significan...
“Brands have run out of juice. More and more people in the
   world have grown to expect great performance from
   product...
A corporate brand represents the
promise made to all audiences
regarding the unique experience
they have whenever and howe...
the brand canyon™




                    © 2007, All Rights Reserved. Experience Engineering, Inc.
                      ...
the brand canyon™


     brand                       service                          experience

what customers feel   “l...
return of the penguins




                         © 2007, All Rights Reserved. Experience Engineering, Inc.
            ...
value relationships




                             how I feel about the
               brand value
                     ...
how customers think



                © 2007, All Rights Reserved. Experience Engineering, Inc.
                        A...
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the power of the unconscious mind



                        © 2007, All Rights Reserved. Experience Engineering, Inc.
   ...
© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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“the tangible attributes of a product
or service have far less influence
on consumer preference than the
sub-conscious sen...
© 2007, All Rights Reserved. Experience Engineering, Inc.
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customers consciously & unconsciously filter
a barrage of clues and organize them into a
           set of impressions –
 ...
types of clues that customers experience

                             what we see


                             what we ...
categories of clues


                                                          humanic clues
   functional clues         ...
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
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© 2007, All Rights Reserved. Experience Engineering, Inc.
a draining experience




                        © 2007, All Rights Reserved. Experience Engineering, Inc.
“you cannot NOT have an experience…



                       …the question is, how managed or
                       haph...
what if we of experience doclues? clues create?
     kind managed these these




                                        ...
we can systematically & purposefully
    design experience clues to
  create feelings that emotionally
   engage & bond th...
disciplines used in managing customer experience:
•   experience assessment™
•   experience audit™
•   experience design™
...
Experience Engineering …
…helps understand, align & manage experience clues to optimize the
 value of experiences create

...
Learn
    auditing



 Create        designing



                    Do     implementing




                            ...
Our Total Experience Management® methodology is a strategy for designing
     Our Total Experience Management® methodology...
Learn
    auditing




               © 2005 Experience Engineering
experience audit


current customer experience         desired customer experience




                              gap

...
experience audit
  an experience audit uses distinctive tools and techniques to identify and
  understand the gap between ...
experience optimization workshop
  A workshop specific to shaping an experience-driven initiative; a work session designed...
experience audit




current customer experience                  desired customer experience
 experience language analysi...
learn

Linguistics                                                                     experience audit




       Little ...
experience audit




current customer experience                  desired customer experience
 experience language analysi...
ClueScan™ Objective

To create an awareness from the eyes of the customer of how they are bombarded
by conscious and uncon...
Experience ClueScanning™




                           © 2007, All Rights Reserved. Experience Engineering, Inc.
        ...
immediate fixes




           Before
                              After

                    © 2007, All Rights Reserved...
experience audit




current customer experience                  desired customer experience
 experience language analysi...
invisible customers - two phones




                                   © 2007, All Rights Reserved. Experience Engineerin...
why ZMET?




            “ZMET allowed me to walk around in the
            maze of the consumer mind.”
                 ...
what are deep metaphors?

working definition
   deep metaphors are the basic, unconscious “filters” or “frames”
   that in...
example – what is time?
metaphor: time is (like) money
   – she invests her time wisely
   – this diversion will buy us so...
deep metaphor example: tires

surface metaphors:
like armor for your car, a safety net for
hazardous conditions, first lin...
Emergencies are like lightning striking…




   and the motion of life is disrupted
       Insight: The design goals as sh...
Emergency care often feels like the absence of movement




    It does not feel
    like you are
    moving from one
    ...
experience ribbon




                    © 2007, All Rights Reserved. Experience Engineering, Inc.
                      ...
PERCEPTION               INTERACTION           RECOLLECTION



                          Customer Back

Psychological Path...
the psychological pathways™ of the rental experience




                                            © 2007, All Rights Re...
Create
   designing




               © 2007, All Rights Reserved. Experience Engineering, Inc.
                       An...
experience motif :
unifying element for every clue in an experience design
provides alignment for emotional & rational ele...
example of a motif:
Doylestown Hospital Health & Wellness Center




        strengthened   •   understood •   renewed


 ...
using the motif as a northstar to generate experience designs
embedded with clues
• eliminate or abate negative clues
• im...
oskar mobil
you’ve got my number




     Clue: it’s a jewel




“Now I know why „engineering‟ is in your name. The proces...
roles




        © 2007, All Rights Reserved. Experience Engineering, Inc.
                Any use, copying or distributi...
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deep metaphor: TRANSFORMATION




                                © 2007, All Rights Reserved. Experience Engineering, Inc...
designing the curious adventure




                                  © 2007, All Rights Reserved. Experience Engineering,...
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a ritual




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© 2007, All Rights Reserved. Experience Engineering, Inc.

© 2005 - 2007, All Rights Reserved. Experience Engineering, Inc...
© 2007, All Rights Reserved. Experience Engineering, Inc.

© 2005 - 2007, All Rights Reserved. Experience Engineering, Inc...
do




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        ...
To deliver an “experience”




                             “Answer the door and
 ”Answer
                             mak...
© 2007, All Rights Reserved. Experience Engineering, Inc.
© 2007, All Rights Reserved. Experience Engineering, Inc.
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experience management system




          what



          how




                               © 2007, All Rights Res...
engineering customer experiences


            •   move from “make and sell” to “sense and respond”
            •   custom...
© 2007, All Rights Reserved. Experience Engineering, Inc.
© 2007, All Rights Reserved. Experience Engineering, Inc.
      ...
1st Fold




    © 2007, All Rights Reserved. Experience Engineering, Inc.
2nd Fold




           © 2007, All Rights Reserved. Experience Engineering, Inc.
           © 2007, All Rights Reserved. ...
Optional
Place Your Logo
     Here




                  © 2007, All Rights Reserved. Experience Engineering, Inc.
© 2007, All Rights Reserved. Experience Engineering, Inc.
For Further Information On
Managing Experience
as a Value Proposition Contact:
lcarbone@expeng.com
952.942.8880



       ...
© 2008, Experience Engineering, Inc.
All rights are reserved. No portion of this document may be
reproduced in any form or...
Getting Clued In to Experience Management
Getting Clued In to Experience Management
Getting Clued In to Experience Management
Getting Clued In to Experience Management
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Getting Clued In to Experience Management

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Experience Management thought leader and author Lou Carbone urges managing "experience clues", conscious and unconscious, because clues affect the emotions that shape customer attitudes that drive their behaviors. He stresses the need to adapt our business thinking from the "make and sell" approaches of the industrial age to "sensing and responding"-a dynamic change that requires new framing and competencies. He discusses how the systematic design and delivery of experiences can be achieved, and the immense impact this has on customer value, loyalty, and the bottom line.

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Getting Clued In to Experience Management

  1. 1. 03.05.08 quot;Getting Clued in to Experience Managementquot; MIX 08 Date The Venetian Hotel Las Vegas, Nevada
  2. 2. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  3. 3. lou carbone – founder & ceo minneapolis, minnesota © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  4. 4. a lesson from 21 Minnesota winters © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  5. 5. at experience engineering 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. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  6. 6. progressive auto insurance needed to progress Instant Response Vehicles at accident scene trained in loss and grief counseling refreshments checks written at the scene assistance and transport to car rental phone Progressive plus competitors quote © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  7. 7. Mayo Clinic
  8. 8. 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
  9. 9. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  10. 10. clued in © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  11. 11. clued in 1979 © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  12. 12. clued in © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  13. 13. clued in © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  14. 14. clued in © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  15. 15. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  16. 16. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  17. 17. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  18. 18. “In business after business, our research has shown that 60-80% of customers who defected had said on a survey just prior to defecting that they were “satisfied” or “very satisfied”…. Frederick F. Reichheld The Loyalty Effect © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  19. 19. Would you recommend to a friend or associate? Extremely Extremely likely unlikely Neutral 10 9 8 7 6 5 4 3 2 1 0 Promoters Passive Detractors Frederick F. Reichheld The Ultimate Question © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  20. 20. hierarchy of customer behavior ownership taking responsibility for the continuing success of the offering apostle-like behavior exhibiting a high degree of loyalty while convincing others to purchase commitment demonstrating loyalty while telling others of one’s satisfaction loyalty devoting a large share of wallet to repeat purchases satisfaction getting as much as, or more than, what was expected © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  21. 21. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  22. 22. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  23. 23. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  24. 24. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  25. 25. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  26. 26. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  27. 27. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  28. 28. loyalty or a reward? © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  29. 29. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  30. 30. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  31. 31. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  32. 32. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  33. 33. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  34. 34. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  35. 35. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  36. 36. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  37. 37. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  38. 38. ownership © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  39. 39. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  40. 40. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  41. 41. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  42. 42. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  43. 43. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  44. 44. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  45. 45. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  46. 46. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  47. 47. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  48. 48. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  49. 49. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  50. 50. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  51. 51. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  52. 52. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  53. 53. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  54. 54. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  55. 55. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  56. 56. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  57. 57. experience preference model™ rejection acceptance preference Negative Differentiation No Differentiation Positive Differentiation - commodity + zone © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  58. 58. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  59. 59. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  60. 60. “Every Starbucks store is carefully designed to enhance the quality of everything the customers see, touch, hear, smell or taste” -CEO Howard Schultz.” © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  61. 61. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  62. 62. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  63. 63. experience management EMOTIONS Significant BEHAVIOURS Strengthened Share Renewed Share of Wallet Inspired Profit EXPERIENCE Safe Repeats CLUES Confident Renewals “How they feel” Referrals Shopping Time BEHAVIOURS Travel Patterns “How they act” EMOTIONS ATTITUDES ATTITUDES Loyal Promote Committed Apostleship Passionate Trust “How customers feel about ” © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  64. 64. “Brands have run out of juice. More and more people in the world have grown to expect great performance from products, services and experiences.” Kevin Roberts, CEO Saatchi, Saatchi Author of Lovemarks © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  65. 65. A corporate brand represents the promise made to all audiences regarding the unique experience they have whenever and however they come into contact with the brand. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  66. 66. the brand canyon™ © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  67. 67. the brand canyon™ brand service experience what customers feel “ladies and gentlemen, serving what customers feel about company! ladies and gentlemen.” about themselves! Ritz Carlton product treatment feelings © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  68. 68. return of the penguins © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  69. 69. value relationships how I feel about the brand value company how I feel in and customer about the value experience © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  70. 70. how customers think © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  71. 71. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  72. 72. the power of the unconscious mind © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  73. 73. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  74. 74. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  75. 75. “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 Zaltman Harvard Business School Laboratory of the Consumer Mind © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  76. 76. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  77. 77. customers consciously & unconsciously filter a barrage of clues and organize them into a set of impressions – some rational, some emotional © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  78. 78. types of clues that customers experience what we see what we hear what we smell what we taste what we feel © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  79. 79. categories of clues humanic clues functional clues mechanic clues stimuli associated with functionality of the good stimuli associated with people – choice of words, or service things – sights, smells, tone of voice, level of sounds, textures enthusiasm, appearance, body language emotional rational emotional © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  80. 80. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  81. 81. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  82. 82. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  83. 83. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  84. 84. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  85. 85. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  86. 86. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  87. 87. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  88. 88. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  89. 89. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  90. 90. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  91. 91. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  92. 92. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  93. 93. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  94. 94. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  95. 95. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  96. 96. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  97. 97. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  98. 98. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  99. 99. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  100. 100. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  101. 101. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  102. 102. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  103. 103. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  104. 104. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  105. 105. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  106. 106. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  107. 107. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  108. 108. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  109. 109. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  110. 110. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  111. 111. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  112. 112. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  113. 113. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  114. 114. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  115. 115. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  116. 116. © 2007, All Rights Reserved. Experience Engineering, Inc.
  117. 117. a draining experience © 2007, All Rights Reserved. Experience Engineering, Inc.
  118. 118. “you cannot NOT have an experience… …the question is, how managed or haphazard is that experience?” Lou Carbone, President & CEO Experience Engineering, Inc. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  119. 119. what if we of experience doclues? clues create? kind managed these these © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  120. 120. we can systematically & purposefully design experience clues to create feelings that emotionally engage & bond the customers © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  121. 121. disciplines used in managing customer experience: • experience assessment™ • experience audit™ • experience design™ • experience implementation™ • experience stewardship™ © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  122. 122. Experience Engineering … …helps understand, align & manage experience clues to optimize the value of experiences create do create learn • assessment •motif • implementation • experience audit •design • stewardship © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  123. 123. Learn auditing Create designing Do implementing © 2005 Experience Engineering
  124. 124. Our Total Experience Management® methodology is a strategy for designing Our Total Experience Management® methodology is a strategy for designing experiences that emotionally engage & bond customers to your brand. experiences that emotionally engage & bond customers to your brand. Learn Do Create experience motif™ experience implementation experience assessment experience design™ experience stewarding experience audit™ Assessment Tools: Audit Tools: Design Tools: Implementation Stewarding Tools: Tools: ClueScanning™ Experience Motif ™ Experience Optimization Experience Design & Workshop™ Generation Experience Implementation Reviews ® ZMET Implementation Design Framing System Experience Intervention Interviews™ Clue Design Experience Based Ideation Curriculum™ Experience Reflection Interviews™ Experience Metrics Experience Language Analysis™ Observational Research & Video Psychological Pathways™ E-motion Scans® © 2005 Experience Engineering
  125. 125. Learn auditing © 2005 Experience Engineering
  126. 126. experience audit current customer experience desired customer experience gap © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  127. 127. experience audit an experience audit uses distinctive tools and techniques to identify and understand the gap between the current and desired customer experience current customer experience desired customer experience experience language analysis™ E-Motion Scans ® cluescan™ ZMET® experience intervention interviews™ experience intervention interviews™ experience reflection interviews™ experience reflection interviews™ psychological pathways™ gap © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  128. 128. experience optimization workshop A workshop specific to shaping an experience-driven initiative; a work session designed for exchanging information and highlighting specific areas and tools to begin the work. © 2005 Experience Engineering
  129. 129. experience audit current customer experience desired customer experience experience language analysis™ ZMET® cluescan™ experience intervention interviews™ experience intervention interviews™ experience reflection interviews™ experience reflection interviews™ customers’ psychological pathways® reality tv gap © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  130. 130. learn Linguistics experience audit Little Words Make A Big Difference • I’ll have a car ready for you in five minutes. • I’ll have the car ready for you in five minutes. • I’ll have your car ready for you in five minutes. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  131. 131. experience audit current customer experience desired customer experience experience language analysis™ ZMET® cluescan™ experience intervention interviews™ experience intervention interviews™ experience reflection interviews™ experience reflection interviews™ customers’ psychological pathways® reality tv gap © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  132. 132. ClueScan™ Objective To create an awareness from the eyes of the customer of how they are bombarded by conscious and unconscious clues and how haphazard or managed those clues are which create the total experience. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  133. 133. Experience ClueScanning™ © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  134. 134. immediate fixes Before After © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  135. 135. experience audit current customer experience desired customer experience experience language analysis™ ZMET® cluescan™ experience intervention experience intervention interviews™ interviews™ experience reflection interviews™ experience reflection interviews™ customers’ psychological pathways® reality tv gap © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  136. 136. invisible customers - two phones © 2007, All Rights Reserved. Experience Engineering, Inc.
  137. 137. why ZMET? “ZMET allowed me to walk around in the maze of the consumer mind.” A ZMET client © 2005 Experience Engineering
  138. 138. what are deep metaphors? working definition deep metaphors are the basic, unconscious “filters” or “frames” that influence: • what information we notice • how we process that information • what we do as a result © 2005 Experience Engineering
  139. 139. example – what is time? metaphor: time is (like) money – she invests her time wisely – this diversion will buy us some time – good, that will save time – I can’t afford the time just now – he squandered his time – will you spend some time with me? at a deeper level, time (like money) is a RESOURCE © 2005 Experience Engineering
  140. 140. deep metaphor example: tires surface metaphors: like armor for your car, a safety net for hazardous conditions, first line of defense between you and an accident thematic metaphors: good tires are protection deep metaphor: CONTAINER © 2007, All Rights Reserved. Experience Engineering, Inc.
  141. 141. Emergencies are like lightning striking… and the motion of life is disrupted Insight: The design goals as shared focus more on workspace attributes © 2007, All Rights Reserved. Experience Engineering, Inc. than on employee deep desires
  142. 142. Emergency care often feels like the absence of movement It does not feel like you are moving from one state to another, but rather that you are… “Stopped in your tracks” © 2007, All Rights Reserved. Experience Engineering, Inc.
  143. 143. experience ribbon © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  144. 144. PERCEPTION INTERACTION RECOLLECTION Customer Back Psychological Pathways Typical Moments of Truth or Touch Points Typically Company Out © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  145. 145. the psychological pathways™ of the rental experience © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  146. 146. Create designing © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  147. 147. experience motif : unifying element for every clue in an experience design provides alignment for emotional & rational elements in the experience © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  148. 148. example of a motif: Doylestown Hospital Health & Wellness Center strengthened • understood • renewed © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  149. 149. 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 preference rejection acceptance Positive Differentiation Negative Differentiation No Differentiation - commodity + zone © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  150. 150. oskar mobil you’ve got my number Clue: it’s a jewel “Now I know why „engineering‟ is in your name. The process you put us through was invaluable to making the experience tangible and actionable for our team.” Karla D. Stephens – CEO OSKAR Mobil/Vodafone, Czech Republic © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  151. 151. roles © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  152. 152. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  153. 153. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  154. 154. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  155. 155. deep metaphor: TRANSFORMATION © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  156. 156. designing the curious adventure © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  157. 157. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  158. 158. a ritual © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  159. 159. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  160. 160. © 2007, All Rights Reserved. Experience Engineering, Inc. © 2005 - 2007, All Rights Reserved. Experience Engineering, Inc and Emotion Mining Company.
  161. 161. © 2007, All Rights Reserved. Experience Engineering, Inc. © 2005 - 2007, All Rights Reserved. Experience Engineering, Inc and Emotion Mining Company.
  162. 162. do © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  163. 163. To deliver an “experience” “Answer the door and ”Answer make sure our guests the door” feel welcome after their two day trip ” © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  164. 164. © 2007, All Rights Reserved. Experience Engineering, Inc.
  165. 165. © 2007, All Rights Reserved. Experience Engineering, Inc.
  166. 166. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  167. 167. experience management system what how © 2007, All Rights Reserved. Experience Engineering, Inc.
  168. 168. 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 © 2005 Experience Engineering
  169. 169. © 2007, All Rights Reserved. Experience Engineering, Inc. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  170. 170. 1st Fold © 2007, All Rights Reserved. Experience Engineering, Inc.
  171. 171. 2nd Fold © 2007, All Rights Reserved. Experience Engineering, Inc. © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  172. 172. Optional Place Your Logo Here © 2007, All Rights Reserved. Experience Engineering, Inc.
  173. 173. © 2007, All Rights Reserved. Experience Engineering, Inc.
  174. 174. For Further Information On Managing Experience as a Value Proposition Contact: lcarbone@expeng.com 952.942.8880 © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  175. 175. © 2008, 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 320 Minneapolis, MN 55439 952 942-8880 www.experienceengineering.com 179 © 2008, All Rights Reserved. Experience Engineering, Inc.
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