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The art of moving people


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Business has grown hopelessly out of touch with the people it should be serving. 'The art of moving people' is an attempt to address this situation in order to inspire companies to reinvent themselves as Experience Innovating Brands.

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The art of moving people

  1. The art of moving peopleRaising the bar of Customer Experience(Inspired by Disney)Rob van VlokhovenTwitter; @robvanvlokhoven
  2. 10%, 20%, 30%, 40% discounts.Half off everything! Buy one, getone free. Free financing for ayear. Guaranteed lowest prices…
  3. Product variety has notnecessarily resulted inbetter consumerexperiences
  4. Also business has grownhopelessly out of touchwith the people it shouldbe serving
  5. That’s why we areexperiencing acommodity-trap
  6. While we are constantlylooking for inspiration andnew experiences to help usto position ourselves
  7. And to realize our dreams!
  8. So… In order to staycompetitive organisationshave to reinvent themselvesas EXPERIENCE innovatingBRANDS, oriented tomeaningful value co-creationin an evoking mode
  9. A theoretical framework; Don’t worry nice pictures will follow!!
  10. Co-creation ofValue
  11. New frame of reference for value-creationPrahalad and Ramaswamy (Future of Competition)
  12. Experience co-creationRaswamy (Creating value through Customer Experiences)
  13. Progression of economic valuePine and Gilmore (The experience economy)
  14. In this paradigm the firmand consumer co-createvalue at different points ofinteraction
  15. Value configuration spaceVargo (Toward a transcending conceptualization of relationship)
  16. Encounter processStorbacka and Suvi (Customer relationships and the heterogeneity of firm performance)
  17. Co-creative interactionsRamaswamy (Creating value through Customer Experiences)
  18. Key findingsNew competitive advantage is all about value co-creationInteraction is at the heart of value co-creationEvery event/ experience is a trigger for interactionRemarkable interactions build relationshipsExperiences become the means to guide personal and businesstransformationsQuality depends on the infrastructure for interaction
  19. A change in valuecreating logic
  20. Value in ContextVargo and Lusch (Service Dominant Logic)
  21. Migrating to co-creation experiencesPrahalad and Ramaswamy (Co-creating unique value with customers)
  22. Design thinkingBoland and Collopy (Design matters for management)
  23. Co-created experiencesare all about contextualrelationships, individualinvolvement and personalmeaning
  24. The brand asstimulus for co-creation
  25. Brand = BadgeSmith (Managing the customer experience)
  26. Badge = The way a brand is built inside theminds of people
  27. Brand = ExperienceRamaswamy and Prahalad (Future of competition)
  28. Experience = A set of all events in a narrativeHans Bouwknegt
  29. Like a story brands evolvethrough experiences
  30. Brand = IdentityHatch and Schultz (Elements of a corporate brand)
  31. Identity = Knowing who you areMorel and Van Gils (Identitymarketing)
  32. Brand = PromiseRoscam Abbing (Brand driven innovation)
  33. Brand promise = The valueyou commit to co-createwith your customers
  34. Brand = Relationship&Samhoud (Organizational Relationships in a Value profit chain)
  35. Relationship = Role of the moment (Contextual)Black swan
  36. Relationships are about…PEOPLEPEOPLEPEOPLE
  37. So… What relationshipwould the world miss ifyour company didn’t exist?
  38. Discover your Core IdeologyCollins and Porras (Building your company’s vision)
  39. By the way…YouCANNOT fulfil a purpose
  40. Requirements of a brand promiseBased on Cummings and Wilson & Pine and GilmoreOrientationAnimationAuthenticSimple
  41. This way a brand promisebecomes a meaningfuland evoking design theme
  42. A brand sets in motion a process of change
  43. Now before continuing…Do you fully understandthe type of business youare in?
  44. Do you really??
  45. Promise delivery
  46. Brand behaviour is manifested in its touchpointsMark Churchman – Senior global creative director Philips
  47. Consumers preferences andmotivations are far less influencedby the functional attributes ofproducts and services than thesubconscious sensory and emotionalelements derived by the totalexperience Gerald Zaltman
  48. Being an experienceinnovating brandtherefore requires anholistic approach
  49. Attention to the Customer JourneyMarc Stickdorn and Jakob Schneider (Service Design Thinking)
  50. Context MappingInnovation is served – Dutch ministry of economic affairs
  51. Experience MappingStarbucks Experience Map by Eric Berkman
  52. And Experience DesignLego via Bruce Temkin
  53. The point is to deliver adeliberate customerexperience consistently
  54. Naïeve to Natural Model(Beyond Philosophy)
  55. Remember to keep yourexperience innovations insync with your brandpromise
  56. Delighting your customerswith your experienceinnovations will boost yourbusiness
  57. The service profit chainHeskett, Jones, Loveman, Sasser and Schlesinger(Putting the service-profit chain to work)
  58. The service profit chain (a different view)Chip Conley – Joie de Vivre
  59. Yet most of all…successful experienceinnovation is a leadershipissue
  60. “It is kind offun to do theimpossible” Walt Disney
  61. Steve Jobs
  62. “You don’t learn to walk by following rules” – Richard Branson
  63. “Delivering Happiness” – Tony Hsieh
  64. Therefore it is a leader’schallenge to pushmanagers from their zoneof comfort to a zone ofopportunity
  65. And to stimulate internaland external connectivity-concepts
  66. Connection = The stimulus you provide + theresponse provided by the listenerIain Carruthers (How to move minds and influence people)
  67. This requires attention to the art of storytellingKirby Ferguson – Everything is a Remix
  68. And gamificationJesse Schell – TED Beyond Facebook
  69. Key findingsIf quality depends on the infrastructure for interaction, thencompanies need to focus on experience platforms where they canco-create value through transformative dialogueTo start interacting a trigger is needed, so in order to buildrelationships companies need to know what value they want to co-create with their stakeholdersNow with co-creation being found at multiple points of interactionit is our challenge to come up with new connectivity-conceptswhich are in line with our brands
  70. A Business Case;WALT DISNEY WORLD !
  71. A start of a Magical journey
  72. The Disney Brand
  73. Disney on BrandingMatt Ryan - Senior Vice President Brand Management DisneyHaving a brand means having a clear proposition in themarket, so that people know where you stand for. Thatidentity can make you stand out in markets that areincreasingly cluttered as companies around the globecompete for the same customer base. You need to havepeople who know who you are and that is having a brand.Part and parcel to that is having customer relationships.Having people who come to your brand and who you goback to because you know them and they know you.Sustaining building those customer relationshipsovertime can give you a huge competitive advantage.
  74. Vision statementWalt Disney World will always be dedicated tomaking dreams come true. In this magical world,fantasy is real and reality is fantastic. A wonderfulsense of community awaits where all are greetedas welcome guests who become cherished friends.For all who work and play here, Walt Disney Worldwill be a source of joy and inspiration.
  75. Essence statementWalt Disney World is a magical passage into aworld of fantasy and adventure. Here we can wishupon a star, experience the impossible and bringour dreams to life. Together, treasured friendsdiscover a wonderland that dazzles, delights, andrenews through all the seasons of a lifetime.
  76. Mission statementOur mission is to honour our heritage andcontinually reinvent Walt Disney World.“Disneyland will never be complete. It will continueto grow as long as there is imagination left in thisworld” Walt Disney
  77. Brand ValuesHonesty We deal with each other in a sincere and straightforward mannerIntegrity We act in a manner consistent with words and beliefsRespect We treat others with care and considerationCourage We pursue our beliefs and perseveranceOpenness We share information freelyDiversity We respect, appreciate and value everyone (R.A.V.E.)Balance We strive for stability and vitality in our lives“When values are clear decisions are easy” Roy Disney
  78. Disney’s brand promise;Creating happiness !
  79. Brandpromise = Creating Happiness
  80. Remember; You CANNOT fulfill a purposeYou cannot create happiness, butyou can create the circumstancesin which happiness can occur Chip Conley (Joie de Vivre)
  81. At Walt Disney Worldhappiness is found inpersonal transformations !
  82. Transformations havealways been at the core ofDisney’s purpose !
  83. Cinderella
  84. Pinocchio
  85. The Little Mermaid
  86. Princess and the frog
  87. Beauty and the Beast
  88. How does Disney knowthat an experienceinnovation is in line withtheir Brand?
  89. Disney BrandwebVia Tom Wolbers (Senior Vice President Disney Cruise Lines)
  90. Disney Brandweb7 Dimensions21 QuestionsMinimum score of 17Experience; Is our experience innovation unique?1. Is our innovation an immersive experience which relates to all senses?2. Does our experience innovation bring joy to families?3. Is our experience innovation a Disney creation?
  91. Key learning element;A deep emphasis onSTORYTELLING
  92. Promise Delivery
  93. Disney’s business model;Great leadership -> Castexcellence -> Guestsatisfaction -> Businessresults
  94. Disney’s business model;People -> People ->People -> Business results
  95. Three delivery systemsPeopleSettingProcesses of interaction
  96. PeopleGrowing a service cultureTraditions willtransform daily routinesinto daily ritualsCast the right people
  97. Train them right
  98. Define behaviour in terms of how you want to interact with your guests
  99. Learn from them (You said – We Listened)
  100. Provide them with the right information (Tell-A-Cast)
  101. Reward the right brand behaviour
  102. Help them to start interacting
  103. Realize that every role is a starring role
  104. Put them in your guest’s shoes
  105. Three delivery systemsPeopleSettingProcesses of interaction
  106. A gateway to…
  107. Another world!
  108. Design high touch areas – Turtle Talk with Crush
  109. Interactive queue at The Haunted Mansion
  110. Character meetings
  111. Design high show areas
  112. Hidden Mickey’s – It’s in the details
  113. Bring characters to life - Animatronics
  114. Design high tech areas - Utilidor
  115. Command and control centre
  116. Embrace virtual reality
  117. And other Mobile opportunities
  118. Such as Gamification with Gowalla
  119. Three delivery systemsPeopleSettingProcesses of interaction
  120. Disney Magic is foundwithin interaction
  121. Cast – Guest interaction
  122. Character – Guest interaction
  123. Setting – Guest interaction
  124. Guest - Guest interaction
  125. Family interaction
  126. Community interaction – Fans
  127. Community interaction – Moms
  128. Community interaction – Families
  129. Community interaction – Voluntears
  130. Magical Moments canhappen anytime,anywhere! (Contextual)
  131. Some of them are cleverlydesigned
  132. Magical Moment; Guest of the day programs
  133. Magical Moment; Honorary roles in shows
  134. Magical Moment; Honorary roles in attractions
  135. Magical Moment; Honorary badges, buttons and certificates
  136. Magical Moment; Hands-on activities unique to the location
  137. Magical Moment; Special games and activities for children
  138. Yet most of them happenbecause Castmembersknow how to listen andknow how to use theircreativity to exceed yourexpectations! (take 5’s)
  139. Rescue of Chilean Miners
  140. A celebration of Life
  141. Magical Moment; Riding Cinderella’s horse
  142. Celebrating a Birthday
  143. Celebrating a First visit
  144. A big fan of Tinkerbell
  145. Instant Guest Assistance
  146. And immediate service recovery
  147. Newly weds
  148. Have a magical day Maggie
  149. What time does the 3:00 o’clock parade start is NOT a question about time
  150. Every character has a story to share
  151. Imagine you were Matt,Allan or Danielle…What would you say toMaggie or the bigTinkerbell fan?
  152. Promise DeliveryAn extended view
  153. Themes and events helpto continuously reinforcethe Disney Brand
  154. Mickey’s not so scary Halloween party
  155. Mickey’s very merry Christmas party
  156. Cheerleading and Dance Worlds Championship
  157. Walt Disney World Marathon
  158. As do new rides, shows,updates and new technicalinnovations
  159. New ride - Ariel’s adventure
  160. New show/ parade - Soundsational
  161. An old ride
  162. A new movie
  163. An updated ride
  164. Extended Experiences - Transformational
  165. Extended Experiences - Memorable
  166. Technical Innovation 1.0 - Fountainshow
  167. Technical Innovation 2.0 - Fountainshow
  168. Technical Innovation 3.0 - Fountainshow
  169. Conclusion;A branded customerexperience started withDisney
  170. And ever since all ofDisney’s innovations andaspects of design are thereto support humaninteraction
  171. What’s your focus?
  172. Till next time!
  173. The art of moving peopleRaising the bar of Customer Experience(Inspired by Disney)Rob van VlokhovenTwitter; @robvanvlokhoven