experience rules: how positive experiences will drive profit into the future

Experience Rules How Posi2ve Experiences will drive Profit into the Future

World Future 2015

presents

Hilton Union Square July 26, 2015

Presented By Joyce L. Gioia, CMC, CSP

The Herman Group

Is Everybody Happy?

They are looking for. . .

Experiences

What is an Experience? . . .a series of memorable events that [an

organiza=on or individual] stages (Pine and Gilmore)

Usually involving at least one of the senses.

SOURCE: The Experience Economy, Pine and Gilmore, 1999.

Things that Make People Happy Read: Posi7ve Experiences

•  Unexpected giCs •  CompleDng a task •  Thinking fast •  Listening to fast music •  Seeing things that we are predisposed to [sense] are cute or beauDful

•  Thinking back to a happy Dme.

© The Herman Group 2015.

SOURCE: Dr. Art Markman, University of Texas.

Types of Stakeholders •  Customers/Clients/Students/PaDents, etc.

•  Employees/Team Members/Associates/Contract Workers

•  Suppliers/Vendors/Strategic Partners

•  Investors

•  Families of . . .

• Who’s missing from this list?

What Every Stakeholder Wants

• To be valued and appreciated for the contribuDon they provide.

• To have transparent communicaDon and be kept informed

• To be treated fairly.

What Every Stakeholder Wants (cont’d)

• To trust and be trusted

• To receive a higher levels of reward, when a higher level of engagement results in higher profitability for the company.

Why Games Are Fun

• Challenge us to perform • Offer opportuniDes for winning • Release adrenaline • Release dopamine.


TrendseUers

MicrosoC: The Future Starts Now

High Point University’s “Student Experience”

•  Every aspect is organized around the Student Experience

•  “HolisDc Environment for the ExperienDal Learner” –  Internships –  Study abroad – Undergraduate research –  Service learning

•  Freshman life skills class •  And much more!


Overstock.com

A Bit of History •  9/21/99: “Experience Junkies” •  11-‐12/05: “Career Planning for the 21st Century” (The Futurist Magazine)

•  8/26/09: “The Neuroscience of MarkeDng”

•  11/14/12: “MarkeDng’s Next FronDer: Sensory Branding”


These experien=al product links help to bond consumers with brands by reinforcing in subtle and not-‐so-‐subtle ways that the marketer cares about the consumer.

As we move into the future, more and more marketers will embrace the value of experien=al bonding with consumers in all kinds of ways.

Herman Trend Alert November 14, 2012

© The Herman Group, 2015.

2014 Enter the

CExO!

CExO •  No more CMOs. CHROs, COOs, or CIROs

•  CExO: Chief Experience Officer •  Coordinate all of the internal and external experiences which define brands

•  Alignment and congruence are vital.


What’s Ahead? •  Greater intensity of experiences •  Virtual experiences?

• What else?


EXERCISE: What does it take to create posi2ve experiences for stakeholders? For. . .

• Customers/Clients/Students/PaDents? • Employees/Team Members/Associates/Contract Workers?

• Suppliers/Vendors/Strategic Partners? •  Investors? • Families? • Community? Please pick one. What do they want now? In the future?

The mystery of life is not a problem to be solved; it is a reality

to be experienced. J.J. van der Leeuw

Call 336-‐210-‐3548 or e-‐mail me at [email protected]


To sign up for The Herman Trend Alert men2oned in today’s presenta2on, visit www.HermanTrendAlert.com. Or simply give me your email address.

To Reach Me. . .


Carpe Futurum! Seize the Future!

YES+++++

experience rules: how positive experiences will drive profit into the future

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