03.18.09
Go Beyond Best Practices: Evolving Next Practices to Prosper in the 21st Century

                               ...
© 2009 All Rights Reserved. Experience Engineering, Inc.
           Any use, copying or distribution without
             ...
lou carbone – founder & ceo
minneapolis, minnesota




                   © 2009 All Rights Reserved. Experience Engineeri...
at experience engineering

we live, eat, sleep, breathe and unravel the riddle that is
human experience for a select group...
© 2009 All Rights Reserved. Experience Engineering, Inc.
           Any use, copying or distribution without
             ...
How does your business
cause its customers to feel?


                     © 2007, All Rights Reserved. Experience Enginee...
© 2009 All Rights Reserved. Experience Engineering, Inc.
           Any use, copying or distribution without
             ...
© 2009 All Rights Reserved. Experience Engineering, Inc.
           Any use, copying or distribution without
             ...
“Emotions are important determinants of
economic behavior - more so than rationality.”



                                ...
“the tangible attributes of a product
or service have far less influence
on consumer preference than the
sub-conscious sen...
“Firms of Endearment”




                        © 2009, All Rights Reserved. Experience Engineering, Inc.
              ...
Stock Price Performance of FoE versus GtG versus S&P 500

        1400
        1200
        1000
         800             ...
Firms of Endearment                                                 Investors




    S ociety                            ...
© 2009 All Rights Reserved. Experience Engineering, Inc.
           Any use, copying or distribution without
             ...
the brand canyon™




                    © 2009, All Rights Reserved. Experience Engineering, Inc.
                      ...
the brand canyon™


     brand                       service                          experience

what customers feel   “l...
value relationships




                             how I feel about the
               brand value
                     ...
types of clues that customers experience

                             what we see


                             what we ...
categories of clues


                                                          humanic clues
   functional clues         ...
© 2009 All Rights Reserved. Experience Engineering, Inc.
           Any use, copying or distribution without
             ...
© 2009 All Rights Reserved. Experience Engineering, Inc.
           Any use, copying or distribution without
             ...
what if we of experience doclues? clues create?
     kind managed these these




                                        ...
“you cannot NOT have an experience…



                       …the question is, how managed or
                       haph...
Experience Engineering …
…helps understand, align & manage experience clues to optimize the
 value of experiences create

...
© 2009, All Rights Reserved. Experience Engineering, Inc.
        Any use, copying or distribution without
           writ...
using the motif as a northstar to generate experience designs
embedded with clues
• eliminate or abate negative clues
• im...
engineering customer experiences


            •   move from “make and sell” to “sense and respond”
            •   custom...
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
...
quot;People will forget what you said. They will forget what
you did, but they will never forget how you made them
feel.qu...
For Further Information On
Managing Experience
as a Value Proposition Contact:
lcarbone@expeng.com
952.942.8880



       ...
© 2009, Experience Engineering, Inc.
All rights are reserved. No portion of this document may be reproduced
in any form or...
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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 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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Go Beyond Best Practices: Evolving Next Practices to Prosper in the 21st Century

  1. 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. 2. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  3. 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. 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. 5. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  6. 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. 7. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  8. 8. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  9. 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. 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. 11. “Firms of Endearment” © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  12. 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. 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. 14. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  15. 15. the brand canyon™ © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  16. 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. 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. 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. 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. 20. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  21. 21. © 2009 All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  22. 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. 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. 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. 25. © 2009, All Rights Reserved. Experience Engineering, Inc. Any use, copying or distribution without written permission is prohibited.
  26. 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. 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. 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. 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. 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. 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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