Experience Economy

Lecture 1. EXPERIENCE ECONOMY when the person buys consider, he pays to spend time enjoying a series of unforgettable events that a company stages - as in theatrical businesses must orchestrate play memorable events for their clients pic EE is applied- new experience concept, experience included ins go and products, experience venues, additional offerings supporting memory of the experience The anatomy of an get word 1. The First part/ BEFORE The expectation 2. The Second part/ DURING Breakaway from the common life 3. The Third part/ AFTER The memorable experience EXPERIENCE HYBRID combination of 2 different sectors/products creating a unique experience to the customer ( for example cafe with a travel store and a book store) Lecture 2 The 4 Realms of Experience ENTERTAIMENT Something that entertain the customer, and something that is relaxing and enjoyable without creation to thorough. An active professional communication to a passive receiver/customer is a passive as pect of an experience when the customers are entertained, they are not real doing except to responding to the experience ( enjoying, laughing, etc. customers passively absorbed through the senses EXAMPLE cinema, concert, sport event What entertainment would help your guests to enjoy the experience better? How force out you make the time more(prenominal) fun and more enjoyable? EDUCATIONAL Learning takes place during everyones life and in all situations. It can be the encyclopedism based on experiences, called learning by doing and it can also be the learning that takes place in an fundamental interaction between the person and its surroundings is fundamentally active aspect the guests absorb the events unfolding before them the educational events must actively engage the mind What do you want your guests to learn from experience? What interaction or activities will help engage them in the exploration of certain knowledge and skills? ESTHETIC Is the sensuous realisation . Is subjective and determined by culture and is lots about art, nature, music and food. passive aspect of an experience to create an atmosphere where the guests will feel free to be the guests immerse themselves in an event or environment when the event has only little or no effect on it, they leave the environment untouched What can be done to kick upstairs the esthetic value of the experience? What would make your guests want to come in, sit down, and just hang out? How you can do to make the environment more inviting and comfortable ESCAPIST Is the escape from the reality It can be an intentional or unconsious escape from the reality In both cases there is a massive degree of empathy is an active aspect the guest of this experience is completely immersed in it the guest becomes an actor able to affect the actual performance EXAMPLE earnings is a great place for escapism What you should encourage guests to do if they are to become active participants in the expe rience -experiences can be built well-nigh one or more of elements. -where the strongest experiences consist of more than one of these elements. The more elements included in a experience, the stronger and more memorable the experience gets. THE EXPERIENCE inhabit is a place where we alive our experience- the stage, the staff, other customers and waiting time these factors are affected whole experience for the customers ? THE STAGE Where, How long, optic picture, differentiation, attracts customers, affect feelings and behavior the visual place where the people alive the experience decoration, details are very important- memorable experience ? THE STAFF Meeting new customer Create an experience Disney World ( Mickey Mouse figureoutfit) ? OTHER CUSTOMERS- positive or forbid sites of many other customers ? WAITING TIME often like a negative aspect EXPERIENCE OVER TIME The Pre-experience Planning the trip or experience Expectations The experience ( during ) The four realms Th e After-experience Memory (pictures) Expectations ( are they met) Narrative of the experience The familiarity of sensesSmell, Taste, Sound, Feel, View pic Lecture 3 Variety -means producing and distributing product choices to outlets in the hope that some customer will come along and buy them Customization customizing a help can be a sure route to staging a positive experience customizing a good automatically turns it into a service stack customization ? is supported by several conditions increased demands for individualized products, information- and production techniques allow mass customization COLLABORATING Cust. The Exploring Experience the consumers are helped to take the choice and actively NIKE,Ikea ADAPTIVE Cust. The Experimenting Experience helps customer to find the right configuration does not change the product the selection of TV-channels COSMETIC Cust. The Gratifying Experience the packing is adapted to the consumer, not the require product- personali zed delivered as the consumers want Interflora TRANSPARENT Cust. -The Discovering Experience -the product is adapted to the consumer and the consumer do not have to do anything Lecture 4 EVENTS an event is a single or periodic returning event defined by time and space are planned in preparation for observation and corporation Types of events ? as a product World Cup, The Olympics , The local city party, Eurovision Song Contest ? in marketing and sales diesel, penthouse, product samples The model for an events DNA -unique, historical, unpredictable, predictable, genius quality, audience interaction, history narrative, media friendly, forging identity 5 CATHEGORIES OF THE AUTHENTICITY Natural authenticity (the original) Original authenticity (original in design, first on market) Exceptional authenticity (implemented with ideal empathy and compassion) Referential authenticity (the product has a context which is linked to the history/culture) Influential authenticity (the pro duct which to take the customer to a higher(prenominal) level) 4 PRINCIPLES OF THE ACTING PLAY MAKE THEIR DAY BE THERE CHOOSE YOUR ATTITUDE Lecture 5 IT- Information technology this is one of the important aspects in the experience economy since more and more types of experiences become IT-based is an important tool used to make experiences efficient The purpose of experience economy The fault economy picpic