We Live in the Age of Experience • Today’s society – experience hunting, experience chasing • Experience at every milestone! ‘Experience bombs from every direction’! • The Customer is willing to pay more even much more for the anticipated great experience.
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We Live in the Age of Experience Today’s society – experience hunting, experience chasing Experience at every milestone! ‘Experience bombs from every direction’!
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We Live in the Age of Experience
• Today’s society – experience hunting, experience chasing
• Experience at every milestone! ‘Experience bombs from every direction’!
• The Customer is willing to pay more even much more for the anticipated great experience.
Experience Economy• B Joseph Pine és James H. Gilmore: • The Experience Economy. • Experience economy differs from service economy.• This is a new opportunity for new economic offering
and economic expansion.• It is the customer, the guest who is put on stage,
s/he is the main actor, the production, services, even bureocracy takes place with his/her active participation in order to create memorable experiences.
The price of coffee offerings Source: B Joseph Pine és James H. Gilmore: The Experience Economy Figure 1-1. p.
2.
• Figure 1-1.
$ 1,00
$ 3,00
$ 2,00
$ 6,00
$ 5,00
$ 4,00
Commodity ExperienceServiceGoods
The Progression of Economic ValueSource: B Josep Pine és James Gilmore: The Experience Economy Figure 1-5. p. 22.
Competitive position
Extract commodities
MakeGoods
Deliver Services
Stage Experiences
Differentiated
Undifferentiated
Needs of Customers
Relevant to
Irrelevant to
PricingMarket Premium
The three circles of the ”Experience Economy”
Creative industries
Arts & Crafts Design
Architecture
ArtRadio/TV
Experience industries
Amusements/events
Sport/leisure
Accomodation/tourism bureaus
Restaurants, bars, discotecsPublishin
gAdvertising Movie/
games
Experiences in other sectors (attachments to tangible products such as
food)
Diagram from Danish Enterprise and Construction Authority (2008).
Experience in other sectors is often dependant on narratives; authenticity etc.
Often experience products offered in peripheral areas are related to local culture, heritage and autheticity
Experience economy –outline of the workshops
• Presentation about Exp. Economy (ppt) and descriptive paper, 15 pages by 30th of April
• Organisation of workshops:• All together 3 workshops, one in each county• Objective:
– to get acquinted with the principals of experience economy
– To explore the recent situation at the participants’s enterprises from the viewpoint of EE
•
Experience economy –outline of workshops cont.
-preparation of proposals via participatory groupwork
• Participants: 15 participants from each county by 20th Apr.
• Selection: by invitation, diferent representatives of economic, and social life, tourism, local govenment, agriculture, trade, insurance, banking, handcraft,
• We are searching motivated people
Experience economy –outline of workshops cont.
• Selection of venues: by 15th of April• Venues: At least two rooms with walls where
flipchart papers can be sticked• Daily schedule: from 9 to 5 pm. Lunch, 2 coffe
breaks.• Date: first week of May on the Hungarian side,• First week of June on the Croatian side• The working language in Croatia: Croatian, so we
need enterpreter
Experience economy –outline of workshops cont.
• Who is the partner in Croatia?• Technical requirements has to be planned and