CHADEL & CIE
Meaningful customer experiences
Lausanne
Novembre 2006
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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
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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
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Kristallwelten: le crystal sous toutes ses formes
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Quels sont les points communs
entre ces illustrations?
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Comment se traduisent ces
principes dans vos business
respectifs?
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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
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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

Au cours d’une expérience, il existe 4 niveaux de
perception
Suspense
Surprise
(less) Sacrifice
Satisfaction
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Affinez les nouveaux business
models mis en place
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Finalisons l’expérience
Be original!
Be brilliant!
Be classy!
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Etape 1
Choisir un produit ou service et créer
l’expérience marketing
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Etape 2
Thématiser et élaborer
l’expérience
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Etape 3
Identifier et élaborer la
“signature”
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Etape 4
Ecrire le synopsis et synthétiser
la séquence
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Wrap up ssion
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