Dawn Michalak @dsmichal
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Dawn Michalak@dsmichal
Creating a Playlist for the Client Experience
History of the Mixtape
Classic Black & WhiteFull Image
Classic Black & WhiteFull Image
Classic Black & WhiteFull Image
iTunes Launches – 2003
• Access to all kinds of music• Easily move music into playlists
(“digital mixtape”)
Internet Radio Launches - 2006
Technology automates the mixtape!
• Access to all kinds of music• Choose the specific artist, song or
collection of songs based on theme or other preferences.
• Element of “surprise” based on preference
The Art of Creating a Mixtape or Playlist
§ Theme is the Foundation
§ Find the Right Songs
§ Presentation Counts
§ Feedback is Necessary
The Client Experience
EVERYONE IS TALKING ABOUT IT
The Truth About Customer Experience
“This is the customer’s end-to-end journey with you, not just
the key touchpoints or critical moments when customers
interact with your organization. Customer experience is the
cumulative impact of multiple touchpoints over time, which
results in a real relationship feeling, or lack of it.”
- Harvard Business Review
We Create Playlists with an Intent
to Craft the Experience for the
Listener.
We Create Playlists with
an Intent to Craft the Experience for
the Client.
STARBUCKS
Starbucks Mission Statement
To inspire and nurture the human spirit – one person, one cup, one neighborhood
at a time.
The Starbucks Mobile Experience
What Mornings Now Look Like
Interesting ColorFull Image
Mission Statement
Customer Research & Preference
Technology_______________________
Starbucks Playlist Creates
a Personalized Experience for Clients
FOUR SEASONS
Four Seasons Brand Purpose
“The reason for our success is no secret. It comes down to one single principle that
transcends time and geography, religion and culture. It’s the Golden Rule – the simple idea
that if you treat people well, the way you would like to be treated, they will do the same.”
– Isadore Sharp, Founder and Chairman
The Four Seasons External Experience
§ Superior accommodations
§ Lavish and luxurious surroundings
§ Access to amenities
§ Five star dining
§ Concierge services
The Four Seasons Internal Experience
§ Fortune 100 Best Companies To Work For
§ Highly structured onboarding program
§ Rigorous manager training
§ Training for specialized skill sets (culinary, spa and pastry)
§ Key benefit perks, including relocation
Purpose and Value
Culture
Training & Recognition
_______________________
Four Seasons Playlist Amplifies a Superior
Experience for Clients
We Create Playlists with an Intent
to Define the Experience for the
Listener.
We Create Playlists with
an Intent to Define the Experience for
the Client.
What is your playlist for the client
experience?
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