Business has grown hopelessly out of touch with the people it should be serving. 'The art of moving people' is an attempt to address this situation in order to inspire companies to reinvent themselves as Experience Innovating Brands.

1. The art of moving people
Raising the bar of Customer Experience
(Inspired by Disney)
Rob van Vlokhoven
Twitter; @robvanvlokhoven

2. 10%, 20%, 30%, 40% discounts.
Half off everything! Buy one, get
one free. Free financing for a
year. Guaranteed lowest prices…

3. Product variety has not
necessarily resulted in
better consumer
experiences

4. Also business has grown
hopelessly out of touch
with the people it should
be serving

5. That’s why we are
experiencing a
commodity-trap

6. While we are constantly
looking for inspiration and
new experiences to help us
to position ourselves

7. And to realize our dreams!

8. So… In order to stay
competitive organisations
have to reinvent themselves
as EXPERIENCE innovating
BRANDS, oriented to
meaningful value co-creation
in an evoking mode

9. A theoretical framework;
Don’t worry nice pictures will follow!!

10. Co-creation of
Value

11. New frame of reference for value-creation
Prahalad and Ramaswamy (Future of Competition)

12. Experience co-creation
Raswamy (Creating value through Customer Experiences)

13. Progression of economic value
Pine and Gilmore (The experience economy)

14. In this paradigm the firm
and consumer co-create
value at different points of
interaction

15. Value configuration space
Vargo (Toward a transcending conceptualization of relationship)

16. Encounter process
Storbacka and Suvi (Customer relationships and the heterogeneity of firm performance)

17. Co-creative interactions
Ramaswamy (Creating value through Customer Experiences)

18. Key findings
New competitive advantage is all about value co-creation
Interaction is at the heart of value co-creation
Every event/ experience is a trigger for interaction
Remarkable interactions build relationships
Experiences become the means to guide personal and business
transformations
Quality depends on the infrastructure for interaction

19. A change in value
creating logic

20. Value in Context
Vargo and Lusch (Service Dominant Logic)

21. Migrating to co-creation experiences
Prahalad and Ramaswamy (Co-creating unique value with customers)

22. Design thinking
Boland and Collopy (Design matters for management)

23. Co-created experiences
are all about contextual
relationships, individual
involvement and personal
meaning

24. The brand as
stimulus for co-
creation

25. Brand = Badge
Smith (Managing the customer experience)

26. Badge = The way a brand is built inside the
minds of people

27. Brand = Experience
Ramaswamy and Prahalad (Future of competition)

28. Experience = A set of all events in a narrative
Hans Bouwknegt

29. Like a story brands evolve
through experiences

30. Brand = Identity
Hatch and Schultz (Elements of a corporate brand)

31. Identity = Knowing who you are
Morel and Van Gils (Identitymarketing)

32. Brand = Promise
Roscam Abbing (Brand driven innovation)

33. Brand promise = The value
you commit to co-create
with your customers

34. Brand = Relationship
&Samhoud (Organizational Relationships in a Value profit chain)

35. Relationship = Role of the moment (Contextual)
Black swan

36. Relationships are about…
PEOPLE
PEOPLE
PEOPLE

37. So… What relationship
would the world miss if
your company didn’t exist?

38. Discover your Core Ideology
Collins and Porras (Building your company’s vision)

39. By the way…You
CANNOT fulfil a purpose

40. Requirements of a brand promise
Based on Cummings and Wilson & Pine and Gilmore
Orientation
Animation
Authentic
Simple

41. This way a brand promise
becomes a meaningful
and evoking design theme

42. A brand sets in motion a process of change

43. Now before continuing…
Do you fully understand
the type of business you
are in?

44. Do you really??

45. Promise delivery

46. Brand behaviour is manifested in its touchpoints
Mark Churchman – Senior global creative director Philips

47. Consumers preferences and
motivations are far less influenced
by the functional attributes of
products and services than the
subconscious sensory and emotional
elements derived by the total
experience
Gerald Zaltman

48. Being an experience
innovating brand
therefore requires an
holistic approach

49. Attention to the Customer Journey
Marc Stickdorn and Jakob Schneider (Service Design Thinking)

50. Context Mapping
Innovation is served – Dutch ministry of economic affairs

51. Experience Mapping
Starbucks Experience Map by Eric Berkman

52. And Experience Design
Lego via Bruce Temkin

53. The point is to deliver a
deliberate customer
experience consistently

54. Naïeve to Natural Model
(Beyond Philosophy)

55. Remember to keep your
experience innovations in
sync with your brand
promise

56. Delighting your customers
with your experience
innovations will boost your
business

57. The service profit chain
Heskett, Jones, Loveman, Sasser and Schlesinger
(Putting the service-profit chain to work)

58. The service profit chain (a different view)
Chip Conley – Joie de Vivre

59. Yet most of all…
successful experience
innovation is a leadership
issue

60. “It is kind of
fun to do the
impossible”
Walt Disney

61. Steve Jobs

62. “You don’t learn to walk by following rules” – Richard Branson

63. “Delivering Happiness” – Tony Hsieh

64. Therefore it is a leader’s
challenge to push
managers from their zone
of comfort to a zone of
opportunity

65. And to stimulate internal
and external connectivity-
concepts

66. Connection = The stimulus you provide + the
response provided by the listener
Iain Carruthers (How to move minds and influence people)

67. This requires attention to the art of storytelling
Kirby Ferguson – Everything is a Remix

68. And gamification
Jesse Schell – TED Beyond Facebook

69. Key findings
If quality depends on the infrastructure for interaction, then
companies need to focus on experience platforms where they can
co-create value through transformative dialogue
To start interacting a trigger is needed, so in order to build
relationships companies need to know what value they want to co-
create with their stakeholders
Now with co-creation being found at multiple points of interaction
it is our challenge to come up with new connectivity-concepts
which are in line with our brands

70. A Business Case;
WALT DISNEY WORLD
!

71. A start of a Magical journey

72. The Disney Brand

73. Disney on Branding
Matt Ryan - Senior Vice President Brand Management Disney
Having a brand means having a clear proposition in the
market, so that people know where you stand for. That
identity can make you stand out in markets that are
increasingly cluttered as companies around the globe
compete for the same customer base. You need to have
people who know who you are and that is having a brand.
Part and parcel to that is having customer relationships.
Having people who come to your brand and who you go
back to because you know them and they know you.
Sustaining building those customer relationships
overtime can give you a huge competitive advantage.

74. Vision statement
Walt Disney World will always be dedicated to
making dreams come true. In this magical world,
fantasy is real and reality is fantastic. A wonderful
sense of community awaits where all are greeted
as welcome guests who become cherished friends.
For all who work and play here, Walt Disney World
will be a source of joy and inspiration.

75. Essence statement
Walt Disney World is a magical passage into a
world of fantasy and adventure. Here we can wish
upon a star, experience the impossible and bring
our dreams to life. Together, treasured friends
discover a wonderland that dazzles, delights, and
renews through all the seasons of a lifetime.

76. Mission statement
Our mission is to honour our heritage and
continually reinvent Walt Disney World.
“Disneyland will never be complete. It will continue
to grow as long as there is imagination left in this
world”
Walt Disney

77. Brand Values
Honesty We deal with each other in a sincere and straightforward manner
Integrity We act in a manner consistent with words and beliefs
Respect We treat others with care and consideration
Courage We pursue our beliefs and perseverance
Openness We share information freely
Diversity We respect, appreciate and value everyone (R.A.V.E.)
Balance We strive for stability and vitality in our lives
“When values are clear decisions are easy”
Roy Disney

78. Disney’s brand promise;
Creating happiness
!

79. Brandpromise = Creating Happiness

80. Remember; You CANNOT fulfill a purpose
You cannot create happiness, but
you can create the circumstances
in which happiness can occur
Chip Conley (Joie de Vivre)

81. At Walt Disney World
happiness is found in
personal transformations
!

84. Transformations have
always been at the core of
Disney’s purpose
!

85. Cinderella http://www.youtube.com/watch?v=xFKN_dz8YBE

86. Pinocchio http://www.youtube.com/watch?v=tefyCG5Yftk

87. The Little Mermaid http://www.youtube.com/watch?v=2BZp2dxpwF8

88. Princess and the frog http://www.youtube.com/watch?v=10Phb-uDdx8

89. Beauty and the Beast http://www.youtube.com/watch?v=ms05La1pDIU

90. How does Disney know
that an experience
innovation is in line with
their Brand?

91. Disney Brandweb
Via Tom Wolbers (Senior Vice President Disney Cruise Lines)

92. Disney Brandweb
7 Dimensions
21 Questions
Minimum score of 17
Experience; Is our experience innovation unique?
1. Is our innovation an immersive experience which
relates to all senses?
2. Does our experience innovation bring joy to families?
3. Is our experience innovation a Disney creation?

93. Key learning element;
A deep emphasis on
STORYTELLING

94. Promise Delivery

95. Disney’s business model;
Great leadership -> Cast
excellence -> Guest
satisfaction -> Business
results

96. Disney’s business model;
People -> People ->
People -> Business results

97. Three delivery systems
People
Setting
Processes of interaction

98. People
Growing a service culture
Traditions will
transform daily routines
into daily rituals
Cast the right people

99. Train them right

100. Define behaviour in terms of how you want to interact with your guests

101. Learn from them (You said – We Listened)

102. Provide them with the right information (Tell-A-Cast)

103. Reward the right brand behaviour

104. Help them to start interacting

105. Realize that every role is a starring role

106. Put them in your guest’s shoes

107. Three delivery systems
People
Setting
Processes of interaction

108. A gateway to…

109. Another world!

110. Design high touch areas – Turtle Talk with Crush

111. Interactive queue at The Haunted Mansion

112. Character meetings

113. Design high show areas

114. Hidden Mickey’s – It’s in the details

115. Bring characters to life - Animatronics

116. Design high tech areas - Utilidor

117. Command and control centre

118. Embrace virtual reality

119. And other Mobile opportunities

120. Such as Gamification with Gowalla

121. Three delivery systems
People
Setting
Processes of interaction

122. Disney Magic is found
within interaction

123. Cast – Guest interaction

124. Character – Guest interaction

125. Setting – Guest interaction

126. Guest - Guest interaction

127. Family interaction

128. Community interaction – Fans

129. Community interaction – Moms

130. Community interaction – Families

131. Community interaction – Voluntears

132. Magical Moments can
happen anytime,
anywhere! (Contextual)

133. Some of them are cleverly
designed

134. Magical Moment; Guest of the day programs

135. Magical Moment; Honorary roles in shows

136. Magical Moment; Honorary roles in attractions

137. Magical Moment; Honorary badges, buttons and certificates

138. Magical Moment; Hands-on activities unique to the location

139. Magical Moment; Special games and activities for children

140. Yet most of them happen
because Castmembers
know how to listen and
know how to use their
creativity to exceed your
expectations! (take 5’s)

141. Rescue of Chilean Miners

142. A celebration of Life

143. Magical Moment; Riding Cinderella’s horse

144. Celebrating a Birthday

145. Celebrating a First visit

146. A big fan of Tinkerbell

147. Instant Guest Assistance

148. And immediate service recovery

149. Newly weds

150. Have a magical day Maggie

151. What time does the 3:00 o’clock parade start is NOT a question about time

152. Every character has a story to share

153. Imagine you were Matt,
Allan or Danielle…
What would you say to
Maggie or the big
Tinkerbell fan?

154. Promise Delivery
An extended view

155. Themes and events help
to continuously reinforce
the Disney Brand

162. Mickey’s not so scary Halloween party

163. Mickey’s very merry Christmas party

164. Cheerleading and Dance Worlds Championship

165. Walt Disney World Marathon

166. As do new rides, shows,
updates and new technical
innovations

167. New ride - Ariel’s adventure

168. New show/ parade - Soundsational

169. An old ride

170. A new movie

171. An updated ride

172. Extended Experiences - Transformational

173. Extended Experiences - Memorable

174. Technical Innovation 1.0 - Fountainshow

175. Technical Innovation 2.0 - Fountainshow

176. Technical Innovation 3.0 - Fountainshow

177. Conclusion;
A branded customer
experience started with
Disney

178. And ever since all of
Disney’s innovations and
aspects of design are there
to support human
interaction

179. What’s your focus?

180. Till next time!

181. The art of moving people
Raising the bar of Customer Experience
(Inspired by Disney)
Rob van Vlokhoven
Twitter; @robvanvlokhoven