CHADEL & CIE




Meaningful customer experiences
Lausanne
Novembre 2006
                                  Copyright CHADEL...
Café de Flore: un avant-goût de café

     Progression du
     prix de l’offre




$4


$3


$2


$1


                   ...
McClean: le bien-être se paie au prix fort




 « Woo   hoo hoo! It was realy really nice. Well worth my 75
          cent...
Kristallwelten: le crystal sous toutes ses formes




                                           Copyright CHADEL & CIE
Quels sont les points communs
   entre ces illustrations?




                        Copyright CHADEL & CIE
Comment se traduisent ces
principes dans vos business
        respectifs?




                       Copyright CHADEL & CIE
Emotions...



     “Unfortunately, one of the most
significant things ever said about emotion
  may be that everyone know...
Les émotions primaires

                                                                           • Hostility, resentemen...
Au cours d’une expérience, il existe 4 niveaux de
                  perception




                     Suspense



      ...
Affinez les nouveaux business
     models mis en place




                        Copyright CHADEL & CIE
Finalisons l’expérience

Be original!
Be brilliant!
Be classy!

                        Copyright CHADEL & CIE
Etape 1



                         Choisir un produit ou service et créer
                         l’expérience marketing...
Etape 2




                 Thématiser et élaborer
                 l’expérience




Copyright CHADEL & CIE
Etape 3




                     Identifier et élaborer la
                     “signature”




Copyright CHADEL & CIE
Etape 4




                     Ecrire le synopsis et synthétiser
                     la séquence




Copyright CHADEL &...
Wrap up ssion



Copyright CHADEL  CIE
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Chadel Meaningful Customer Experiences 2006

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A presentation (workshop) on how to design and specify meaningful customer experiences based on senses and emotions
http://www.chadel.ch
http://www.aesthetikon.com
http://www.remichadel.ch

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Chadel Meaningful Customer Experiences 2006

  1. 1. CHADEL & CIE Meaningful customer experiences Lausanne Novembre 2006 Copyright CHADEL & CIE
  2. 2. Café de Flore: un avant-goût de café Progression du prix de l’offre $4 $3 $2 $1 Progression de la valeur de l’offre Produit Service Experience Matière première Source: The experience economy, B. Joseph Pine II & James H. Gilmore Copyright CHADEL & CIE
  3. 3. McClean: le bien-être se paie au prix fort « Woo hoo hoo! It was realy really nice. Well worth my 75 cents… Nice nice toilets in Switzerland. » Annie, USA Copyright CHADEL & CIE
  4. 4. Kristallwelten: le crystal sous toutes ses formes Copyright CHADEL & CIE
  5. 5. Quels sont les points communs entre ces illustrations? Copyright CHADEL & CIE
  6. 6. Comment se traduisent ces principes dans vos business respectifs? Copyright CHADEL & CIE
  7. 7. Emotions... “Unfortunately, one of the most significant things ever said about emotion may be that everyone knows what it is until they are asked to define it.” Joseph Ledoux,The Emotional Brain Copyright CHADEL & CIE
  8. 8. Les émotions primaires • Hostility, resentement, • Affliction, loneliness, violence, indignation, depression animosity Sadness Anger • Happiness, joy, • Anxiety, nervosity, proudness, satisfaction, Pleasure horror, panic Fear extasy Primary emotions Love Disgrace Shame Surprise • Approbation,friendship, • Aversion, disgust confidence, adoration • Stupefaction, • Humiliation, regret, astonishment, shock contrition Sources: Emotional Intelligence, Daniel Goleman Copyright CHADEL & CIE
  9. 9. Au cours d’une expérience, il existe 4 niveaux de perception Suspense Surprise (less) Sacrifice Satisfaction Copyright CHADEL & CIE
  10. 10. Affinez les nouveaux business models mis en place Copyright CHADEL & CIE
  11. 11. Finalisons l’expérience Be original! Be brilliant! Be classy! Copyright CHADEL & CIE
  12. 12. Etape 1 Choisir un produit ou service et créer l’expérience marketing Copyright CHADEL & CIE
  13. 13. Etape 2 Thématiser et élaborer l’expérience Copyright CHADEL & CIE
  14. 14. Etape 3 Identifier et élaborer la “signature” Copyright CHADEL & CIE
  15. 15. Etape 4 Ecrire le synopsis et synthétiser la séquence Copyright CHADEL & CIE
  16. 16. Wrap up ssion Copyright CHADEL CIE

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