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James Gilmore,Pine Joseph

The Experience Economy, Updated Edition

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  • laksanaabadihas quoted5 years ago
    So ask yourself, What ing word is being most neglected within our enterprise? Once you identify the opportunity, make it your focus for creating an engaging experience for your customers.
  • laksanaabadihas quoted5 years ago
    Whereas commodities are fungible, goods tangible, and services intangible, experiences are memorable.
  • mail22801has quoted7 years ago
    Finally, whereas commodities are natural, goods standardized, services customized, and experiences inherently personal, transformations are individual
  • mail22801has quoted7 years ago
    Economic offering
    Commodities
    Goods
    Services
    Experiences
    Transformations
  • mail22801has quoted7 years ago
    Nature of offering
    Fungible
    Tangible
    Intangible
    Memorable
    Effectual
  • mail22801has quoted7 years ago
    igure 9-1: Completing the Progression of Economic Value
  • mail22801has quoted7 years ago
    Bank tellers, insurance agents, and real estate brokers engage in theatre when they explain terms and conditions.
  • mail22801has quoted7 years ago
    n the emerging Experience Economy, any work observed directly by a customer must be recognized within the dramatic structure of the performance as an act of theatre
  • mail22801has quoted7 years ago
    One example should suffice to demonstrate customer suspense. Before Continental Airlines united with United Airlines, premier Continental flyers (those who traveled fifty thousand miles or sixty segments per year) received an elaborately packaged kit containing priority baggage check tags, upgrade coupons, a frequent flyer program guide, and other incidental reference material. The first year customers received this unadvertised package, they were indeed pleasantly surprised. In year two, Continental may have managed to surprise a few customers (those who forgot the previous package). But for Continental's consistently high-traveling customers, after three, four, or five years of receiving the same old kit … well, they not only came to expect it, they considered it a ho-hum occasion. Now suppose that Continental had cleverly changed the contents each year, one year adding a humorous letter from the CEO (à la Warren Buffet's annual stockholder letters), the next, a gift gleaned from knowledge about the past year's travel (for instance, a subscription to some magazine, a free dinner at a restaurant in the frequent destination city
  • mail22801has quoted7 years ago
    To truly differentiate themselves, businesses must focus first on increasing customer satisfaction, then on eliminating customer sacrifice, and finally on creating customer surprise
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