Come hear Lou Carbone cite evidence and outline next practices based on sensing and responding to customers' needs versus a world of making and selling in which product manufacturing is rooted. Come learn why you need to view business differently-to evolve from best practices to next practices-if you are to survive and prosper in the years to come.

1. 03.18.09
Go Beyond Best Practices: Evolving Next Practices to Prosper in the 21st Century
MIX09
Date
The Venetian
Las Vegas, NV

2. © 2009 All Rights Reserved. Experience Engineering, Inc.
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3. lou carbone – founder & ceo
minneapolis, minnesota
© 2009 All Rights Reserved. Experience Engineering, Inc.
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4. at experience engineering
we live, eat, sleep, breathe and unravel the riddle that is
human experience for a select group of clients who want to
manage experience – and the value that experience can
create.
© 2009, All Rights Reserved. Experience Engineering, Inc.
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5. © 2009 All Rights Reserved. Experience Engineering, Inc.
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6. How does your business
cause its customers to feel?
© 2007, All Rights Reserved. Experience Engineering, Inc.
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7. © 2009 All Rights Reserved. Experience Engineering, Inc.
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8. © 2009 All Rights Reserved. Experience Engineering, Inc.
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9. “Emotions are important determinants of
economic behavior - more so than rationality.”
Dr. Daniel Kahneman,
Princeton Psychology Professor
Nobel Prize Winner in Economics 2002
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10. “the tangible attributes of a product
or service have far less influence
on consumer preference than the
sub-conscious sensory and
emotional elements derived from
the total experience.”
Dr. Gerald Zaltman
Harvard Business School
Laboratory of the Consumer Mind
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11. “Firms of Endearment”
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12. Stock Price Performance of FoE versus GtG versus S&P 500
1400
1200
1000
800 FoE
GtG
600
S&P 500
400
200
0
10 Years 5 Years 3 Years
3 to 1 Ratio 1.7 to 1 Ratio
Source: Adapted from Firms of Endearment;
by Raj Sisodia, Jagdish Sheth and David B. Wolfe © 2009, All Rights Reserved. Experience Engineering, Inc.
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(2007; Wharton School Publishing) written permission is prohibited.

13. Firms of Endearment Investors
S ociety Customers
Partners
Experiential
Firms
P artners Value
Of
Associated
Endearment
I nvestors with Brand
C ustomers
E mployees Society Employees
Source: Adapted from Firms of Endearment;
by Raj Sisodia, Jagdish Sheth and David B. Wolfe © 2009, All Rights Reserved. Experience Engineering, Inc.
Any use, copying or distribution without
(2007; Wharton School Publishing) written permission is prohibited.

14. © 2009 All Rights Reserved. Experience Engineering, Inc.
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written permission is prohibited.

15. the brand canyon™
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16. the brand canyon™
brand service experience
what customers feel “ladies and gentlemen, serving what customers feel
about company! ladies and gentlemen.” about themselves!
Ritz Carlton
product treatment feelings
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17. value relationships
how I feel about the
brand value
company
how I feel in and
customer
about the
value
experience
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18. types of clues that customers experience
what we see
what we hear
what we smell
what we taste
what we feel
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19. categories of clues
humanic clues
functional clues mechanic clues
stimuli associated with
functionality of the good stimuli associated with
people – choice of words,
or service things – sights, smells,
tone of voice, level of
sounds, textures
enthusiasm, appearance,
body language
emotional
rational emotional
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20. © 2009 All Rights Reserved. Experience Engineering, Inc.
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21. © 2009 All Rights Reserved. Experience Engineering, Inc.
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22. what if we of experience doclues? clues create?
kind managed these these
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23. “you cannot NOT have an experience…
…the question is, how managed or
haphazard is that experience?”
Lou Carbone,
President & CEO
Experience Engineering, Inc.
© 2009 All Rights Reserved. Experience Engineering, Inc.
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24. Experience Engineering …
…helps understand, align & manage experience clues to optimize the
value of experiences create
do
create
learn
• assessment •motif • implementation
• experience audit •design • stewardship
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26. using the motif as a northstar to generate experience designs
embedded with clues
• eliminate or abate negative clues
• improve neutral clues
• dial up or create preference clues
preference
rejection acceptance
Positive Differentiation
Negative Differentiation No Differentiation
- commodity
+
zone
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27. engineering customer experiences
• move from “make and sell” to “sense and respond”
• customer back (emotional/rational bond)
• understand and leverage role of the unconscious mind
• clue conscious
• rigorous systems to develop and manage clues

28. ROY Obsession
ROI
Y Are We Doing It (Effect)
Y Will it Make A Difference
Y Wouldn’t We Do It
Y Does it Make Sense
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29. quot;People will forget what you said. They will forget what
you did, but they will never forget how you made them
feel.quot;
Eleanor Roosevelt
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30. For Further Information On
Managing Experience
as a Value Proposition Contact:
lcarbone@expeng.com
952.942.8880
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31. © 2009, Experience Engineering, Inc.
All rights are reserved. No portion of this document may be reproduced
in any form or used in anyway without the express written permission of:
Experience Engineering, Inc.
7808 Creekridge Circle, Suite 320
Minneapolis, MN 55439
952 942-8880
www.experienceengineering.com
31
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