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Go Beyond Best Practices: Evolving Next Practices to Prosper in the 21st Century
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Go Beyond Best Practices: Evolving Next Practices to Prosper in the 21st Century

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Come hear Lou Carbone cite evidence and outline next practices based on sensing and responding to customers' needs versus a world of making and selling in which product manufacturing is rooted. Come …

Come hear Lou Carbone cite evidence and outline next practices based on sensing and responding to customers' needs versus a world of making and selling in which product manufacturing is rooted. Come learn why you need to view business differently-to evolve from best practices to next practices-if you are to survive and prosper in the years to come.

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  • 1. 03.18.09 Go Beyond Best Practices: Evolving Next Practices to Prosper in the 21st Century MIX09 Date The Venetian Las Vegas, NV
  • 2. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 3. lou carbone – founder & ceo minneapolis, minnesota © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 4. 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. © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 5. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 6. How does your business cause its customers to feel? © 2007, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 7. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 8. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 9. “Emotions are important determinants of economic behavior - more so than rationality.” Dr. Daniel Kahneman, Princeton Psychology Professor Nobel Prize Winner in Economics 2002 © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 10. “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 © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 11. “Firms of Endearment” © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 12. Stock Price Performance of FoE versus GtG versus S&P 500 1400 1200 1000 800 FoE GtG 600 S&P 500 400 200 0 10 Years 5 Years 3 Years 3 to 1 Ratio 1.7 to 1 Ratio Source: Adapted from Firms of Endearment; by Raj Sisodia, Jagdish Sheth and David B. Wolfe © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without (2007; Wharton School Publishing) written permission is prohibited.
  • 13. Firms of Endearment Investors S ociety Customers Partners Experiential Firms P artners Value Of Associated Endearment I nvestors with Brand C ustomers E mployees Society Employees Source: Adapted from Firms of Endearment; by Raj Sisodia, Jagdish Sheth and David B. Wolfe © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without (2007; Wharton School Publishing) written permission is prohibited.
  • 14. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 15. the brand canyon™ © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 16. 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 © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 17. value relationships how I feel about the brand value company how I feel in and customer about the value experience © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 18. types of clues that customers experience what we see what we hear what we smell what we taste what we feel © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 19. 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 © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 20. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 21. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 22. what if we of experience doclues? clues create? kind managed these these © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 23. “you cannot NOT have an experience… …the question is, how managed or haphazard is that experience?” Lou Carbone, President & CEO Experience Engineering, Inc. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 24. 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 © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 25. © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 26. 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 © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 27. 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
  • 28. ROY Obsession ROI Y Are We Doing It (Effect) Y Will it Make A Difference Y Wouldn’t We Do It Y Does it Make Sense © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 29. quot;People will forget what you said. They will forget what you did, but they will never forget how you made them feel.quot; Eleanor Roosevelt © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 30. For Further Information On Managing Experience as a Value Proposition Contact: lcarbone@expeng.com 952.942.8880 © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  • 31. © 2009, 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 31 © 2009, All Rights Reserved. Experience Engineering, Inc.

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