Best-selling author Lou Carbone will change the way you think about customer experience forever. Hear examples of companies bridging the brand canyon' to create on-going emotional connections with their customers. Understand how successful businesses find and manage experience "clues" and differentiate between brand management and experience management. Learn how to make the dynamic shift from making-and-selling to sensing-and-responding.

1. The Emotion of Customer Experience The Venetian Las Vegas, NV

2. lou carbone minneapolis, minnesota

3. 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. at experience engineering

4. progressive auto insurance needed to progress

7. Clients

9. “ In business after business, our research has shown that 60-80% of customers who defected had said on a survey just prior to defecting that they were “satisfied” or “very satisfied”…. Frederick F. Reichheld The Loyalty Effect

10. Would you recommend to a friend or associate? Extremely unlikely Promoters Passive 10 9 8 7 6 5 4 3 2 1 0 Extremely likely Neutral Frederick F. Reichheld The Ultimate Question Detractors

11. hierarchy of customer behavior Adapted From James Haskett, Prof.. Harvard Business School satisfaction getting as much as, or more than, what was expected loyalty devoting a large share of wallet to repeat purchases apostle-like behavior exhibiting a high degree of loyalty while convincing others to purchase commitment demonstrating loyalty while telling others of one’s satisfaction ownership taking responsibility for the continuing success of the offering

12. experience preference model™ acceptance No Differentiation preference Positive Differentiation rejection Negative Differentiation - commodity zone +

14. experience

16. “ Every Starbucks store is carefully designed to enhance the quality of everything the customers see, touch, hear, smell or taste” -CEO Howard Schultz.”

17. experience management BEHAVIOURS Share Share of Wallet Profit Repeats Renewals Referrals Shopping Time Travel Patterns “ How they act” ATTITUDES Loyal Promote Committed Apostleship Passionate Trust “ How customers feel about ” EMOTIONS Significant Strengthened Renewed Inspired Safe Confident “ How they feel” BEHAVIOURS ATTITUDES EMOTIONS EXPERIENCE CLUES

18. the brand canyon ™

19. the brand canyon ™ “ ladies and gentlemen, serving ladies and gentlemen.” Ritz Carlton what customers feel about company! what customers feel about themselves! brand product service treatment experience feelings

21. A corporate brand represents the promise made to all audiences regarding the unique experience they have whenever and however they come into contact with the brand.

22. value relationships brand value how I feel about the company customer value how I feel in and about the experience

25. the power of the unconscious mind KNOW

27. 95% of our processing takes place at the unconscious level individual wants conscious opinions “ what people say” cultural forces psychological & bio needs unique script universal scheme common archetype

32. types of clues that customers experience what we taste what we feel what we see what we hear what we smell

33. categories of clues stimuli associated with people – choice of words, tone of voice, level of enthusiasm, appearance, body language humanic clues emotional mechanic clues stimuli associated with things – sights, smells, sounds, textures emotional functional clues functionality of the good or service rational

35. what kind of experience do these clues create? what if we managed these clues?

37. learn

40. why ZMET ? “ ZMET allowed me to walk around in the maze of the consumer mind.” A ZMET client

42. Work Play Routine Novel Drudgery Quest Reward (restore, break ) Exploration A model for shopping: Four Kinds of Shopping Described by Women in U.S., Japan, and France. Example of a cross-cultural ZMET Study

48. Experience Clue Scanning™

49. immediate fixes Before After

50. create

51. experience motif : unifying element for every clue in an experience design provides alignment for emotional & rational elements in the experience

54. do

55. To deliver an “experience” “ Answer the door and make sure our guests feel welcome after their two day trip ” ” Answer the door”

57. Total Experience Management ™ can change the way companies manage their businesses. Current View Transformed View organization out customer back make & sell sense & respond rational emotional & rational

59. For Further Information On Managing Experience as a Value Proposition Contact: [email_address] 952.942.8880 thank you

60. © 2007, 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 225 Minneapolis, MN 55439 952 942-8880 www.experienceengineering.com

61. a draining experience