Experience Economy Experience is a jewel, and it had need be so, for it is often purchased at an infinite rate. – William Shakespeare

Economic Progress Agrarian Industrial Service Experience

Agrarian

Industrial

Service

Experience

Progression of Economic Value

Economic Distinctions

Features of Experience Economy Experience differs from service as service differs from goods Goods commoditized. Service too! Experience occurs when using services as stage, goods as props Experience exists in mind, others external New technology encourage whole new genres of experience – Internet game, web 2.0 (Second Life, etc.)

Experience differs from service as service differs from goods

Goods commoditized. Service too!

Experience occurs when using services as stage, goods as props

Experience exists in mind, others external

New technology encourage whole new genres of experience – Internet game, web 2.0 (Second Life, etc.)

Features of Experience Economy Not only for consumers, e.g., Geek Squad Silicon Graphics ’ Visionary Reality Center CNet (and others) conference rooms in Second Life Nortel’s Executive Briefing Center

Not only for consumers, e.g.,

Geek Squad

Silicon Graphics ’ Visionary Reality Center

CNet (and others) conference rooms in Second Life

Nortel’s Executive Briefing Center

Nortel’s Executive Briefing Centers

Nortel’s Executive Briefing Centers

Other EBC Genesys Benham – a construction company for EBC!

Genesys

Benham – a construction company for EBC!

The Four Realms of Experience Customer Participation Connection (environmental relationship)

Customer Participation

Connection (environmental relationship)

Key Experience-Design Principles Theme the experience (as the above four realms) Harmonize impression with positive cues Eliminate negative cues Mix with memorabilia, even Geek Squad Psychological long tail Engage all five senses Laozi, “Five tones make people blind???”

Theme the experience (as the above four realms)

Harmonize impression with positive cues

Eliminate negative cues

Mix with memorabilia, even Geek Squad

Psychological long tail

Engage all five senses

Laozi, “Five tones make people blind???”

Examples Geek Squad REI REI REI Rainforest Café Lego Mindstorms NXT

Geek Squad

REI REI REI

Rainforest Café

Lego Mindstorms NXT

Successful Experience Offering Distinct economic offering, not only marketing campaign Pay attention to every detail Beyond indigeneity Focus on international customers Creativity beyond marketing (e.g., Niketown)

Distinct economic offering, not only marketing campaign

Pay attention to every detail

Beyond indigeneity

Focus on international customers

Creativity beyond marketing (e.g., Niketown)