Increasing Income Through Superior Customer Experience · 2016-05-19 · Relationship Centricity...
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5/19/2016 1 Increasing Income Through Superior Customer Experience Experiential Marketing ATL Joe Pine ~B. Joseph Pine, Co- Author of The Experience Economy
Transcript of Increasing Income Through Superior Customer Experience · 2016-05-19 · Relationship Centricity...
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Increasing Income Through Superior
Customer Experience
Experiential Marketing
ATLJoe Pine
~B. Joseph Pine, Co-
Author of The
Experience Economy
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Progression of Economic Value
MakeMake
Goods
Commodities
ExtractExtract
DeliverDeliver
Services
StageStage
Experiences
Natural stuff
Tangible things
Intangible activities
Memorable events
Agrarian Economy
Industrial Economy
Service Economy
Experience Economy
Source: B. Joseph Pine II & James Gilmore “The Experience Economy” (1999)
Economic Value
$6.00
$5.00
$4.00
$3.00
$2.00
$1.00
Commodity Goods Service ExperienceSource: B. Joseph Pine II & James Gilmore “The Experience Economy” (1999)
Economic Value
Commodity
Goods
Service
ExperienceCompetitive Position
Differentiated
Undifferentiated
PremiumMarket Pricing
$6.00
$5.00
$4.00
$3.00
$2.00
$1.00
Source: B. Joseph Pine II & James Gilmore “The Experience Economy” (1999)
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Your customers
Do people identify with your brand?
Are your marketing activities
effective?
Do customers feel comfortable in
your stores?
Are your employees focused on the
customer?
Do your products services meet
customer needs?
Different Experiences
Architectural Experience
World Waterpark at West Edmonton Mall Berjaya Times Square Theme Park
Aquarium at Dubai Mall Ice Skating Center at Galleria Dallas
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Architectural Experiences
St. Mark’s Square at the Venetian
Galleria Vittorio Emanuele II in MilanSpago at Caesar’s Palace
Seasonal Experiences
Event-Based Experiences
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Event-Based Experiences
Surprise & Delight
Four Experiential Realms
ActivePassive
Absorption
ImmersionSource: B. Joseph Pine II & James Gilmore “The Experience Economy” (1999)
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Four Experiential Realms
ActivePassive
Absorption
Immersion
Entertainment Educational
EscapistEsthetic
Source: B. Joseph Pine II & James Gilmore “The Experience Economy” (1999)
Four Experiential Realms
ActivePassive
Absorption
Immersion
What can be done to make
the experience
more fun and enjoyable?
Educational
EscapistEsthetic
Source: B. Joseph Pine II & James Gilmore “The Experience Economy” (1999)
Four Experiential Realms
ActivePassive
Absorption
Immersion
What can be done to make
the experience
more fun and enjoyable?
What do you want guests to learn
from exploring
new activities
EscapistEsthetic
Source: B. Joseph Pine II & James Gilmore “The Experience Economy” (1999)
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Four Experiential Realms
ActivePassive
Absorption
Immersion
What can be done to make
the experience
more fun and enjoyable?
What do you want guests to learn
from exploring
new activities
How can you transport guests
from one sense of
reality to another?
Esthetic
Source: B. Joseph Pine II & James Gilmore “The Experience Economy” (1999)
Four Experiential Realms
ActivePassive
Absorption
Immersion
What can be done to make
the experience
more fun and enjoyable?
What do you want guests to learn
from exploring
new activities
How can you transport guests
from one sense of
reality to another?
What can be done to make guests
want to hang out
and just be?
Enjoy
Go
Learn
Be
Source: B. Joseph Pine II & James Gilmore “The Experience Economy” (1999)
Dissecting the Customer
Journey
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Developing the experience - types of journey
entry exit
The focussed visitor journey FAST PACED
The leisure visitor journey SLOWER PACED
Enable shopping speed Slow down the individual
stimulus to buy
Developing a planning model
primaryanchor
primaryanchor
DIRECT ROUTE DIRECT ROUTE
landingzone
SHOPS SHOPS
SHOPS SHOPS
ENTER
Themed Zoning
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The areas
The nature zone
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The areas
The culture zone
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The areas
The boudoir
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The areas
The cool zone
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The areas
The kids zones
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WHY DOES CUSTOMER EXPERIENCE WORK?
ATLSimon Sinek
“People don’t buy WHAT you do.They buy WHY you do it.”
Simon Sinek
The decision making center of the brain most times
does not include rational
thought. Most decisions are largely emotional.
Emotional vs. rational decision
This is Harald. He is on a diet and can only consume only 2000 calories per day.
What will he choose to eat for lunch?
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Emotional vs. rational decision
This is Maria. She has just moved to a new apartment. She has a limited budget for furniture.
Where do you think she will spend more money?
Emotional vs. rational decision
Emotional vs. rational decision
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Emotional vs. rational decision
Have a story to tell – Sasha Strauss
Understanding
Customer
Relationships
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Individual Contacts
To engage customers, shopping malls
need to create experiences based on both
individual and ongoing contacts between
the retail center and the customer.
The difference between a
customer experience and a
customer relationship is
the difference between
one contact and many
contacts.
What I Get
?What it
Means to
Me?
Experiential Innovation
Radical
Incremental
Incremental Radical
Disruptive
Technologies
Disruptive
Offerings
Disruptive
Relationships
Emotional
Rational
Product and
Channel
Innovation
Experiential Innovation
Product and Channel Innovation -
Radical
• Disruptive technologies
– Innovator’s Dilemma – Clay Christensen
– Technologies with the ability to entirely change an industry or change
a market
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Relationship Centricity
• Emotional Realm
• Radical changes – choreographing a set of meaningful and progressive contacts over time that lead to transformation
– Solving problems
– Improving quality of life
– Help achieving goals and dreams
Needs, Wants, Desires, Dreams
Immediate / Now Short Term Medium Term Long Term
Must resolve Planned / Will solve Thinking about Just an idea
Timing
A job that I need to complete now
A job that I need to complete soon
A job that I aspire to complete in the near future
A job that I will plan for nay years from now
Motivation
/ Mindset
Dreams
Desires
Wants
Needs
Disruptive
Relationships
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MakeMake
Goods
Commodities
ExtractExtract
DeliverDeliver
Services
StageStage
Experiences
GuideGuide
Transformations
Progression of Economic Value
Source: B. Joseph Pine II & James Gilmore “The Experience Economy”(1999)
GuideGuide
Transformations
MakeMake
Goods
Commodities
ExtractExtract
DeliverDeliver
Services
StageStage
Experiences
Harley Davidson case studyHarley Davidson case study
Source: Joseph Pine II & James Gilmore “The Experience Economy” (1999)
One Day. Live your Legend.
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Closing
Experiential Innovation
Radical
Incremental
Incremental Radical
Product and
Channel
Innovation
Experiential Innovation
Clients
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Articles
Videos
Discussion Groups
Book Reviews
Case Studies
Thank You
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