Download - Experience Economy
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
AgrarianIndustrialServiceExperience
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.)
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
Nortel’s Executive Briefing Centers
Nortel’s Executive Briefing Centers
Other EBC
Genesys Benham – a construction company for
EBC!
The Four Realms of Experience
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???”
Examples
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)