Experience Matters
Experiences Matter: Capturing the Power to Engage, Inspire and Transform, is about creating experiences – experiences that are inspiring and engaging; and even experiences that are transforming. It’s also about delivering those experiences flawlessly with flair, while surrounding them with break through customer service. The book will also educate you about American markets for experiences, what they want and how to address them, the customer journey they take to discover your offerings, how your brand is a reflection of the experience you offer, and how your staff should be organized to deliver the experiences you create. The chapters contain both the information you need to get on with experience design, as well as specific tools and formats to help you do so. By the time you have finished the book, you will be ready to start writing your own case study about your successes in experience development.
Chapter 1: All Aboard for the Journey!
Chapter 2: Defining Experiences
Chapter 3: Defining the Experience Industry
Chapter 4: Start with the Bigger Picture
Chapter 5: Know Your Customers: Demographics
Chapter 6: Know Your Customers: The Real Deal Closers
Chapter 7: Know Your Customers: Their Buying Journey
Chapter 8: Know Your Competitors: They Impact Success
Chapter 9: Know Your Why: Drive Your Success
Chapter 10: Define Your Brand: The Experience You Offer
Chapter 11: Define Your Customers: Precisely Target Markets
Chapter 12: Define Your Customer Service: The First Line of Experience
Chapter 13: Power Your Marketing: Experiential Marketing
Chapter 14: Begin Transforming: Made to Order Moments
Chapter 15: Playing to Win: The Right Marketing Strategy
Chapter 16: Planning to Win: The Right Marketing Plan
Chapter 17: Speak with One Voice: Integrated Marketing Communications
Chapter 18: Play the Social Scene: Get the Message Out
Chapter 19: Engaging Your Customers: Communicate, Communicate
Chapter 20: Prime Your Technology: Customize and Personalize
Chapter 21: Manage Experience Delivery: Operational Seamlessness
Chapter 22: Become Customer Centric: Manage Differently
Chapter 23: Get the Right Results: Know The Total Picture
Chapter 24: Create the Future: You Can Bet Your Job on It
Chapter 25: Learn from Others: Successes and Mistakes
Glossary
Bibliography