2. What is an Experience?
Awesome!
Alright.
Could’ve
been
better.
Never
going
back.
Physical
Spaces
Virtual
Spaces
Service
Content
Other
Customers
Series of interactions between an individual and a business
Each leaving an impression / memory / opinion
3. Retail : Why is Experience relevant?
In a highly commoditised environment
Experience is the true differentiator
Brick and
Mortar Online
Create excitement and
desire to purchase
Best to showcase
new products
Multisensory
engagement
Neutral online preferred
vs bad human
Best for Consistency,
convenience, scale
Lesser sensory
engagement
4. Relevance of Cinema in a Netflix Age
SocialExperiential
Celebration
Outing
Friends & Family
Shared ExperienceExciting Food
Big Screen
Great Sound
Undisturbed
7. Watching the movie
The image, sound, seat comfort and
immersiveness of the theater is of
primary importance
Some people cannot perceive quality
differences in sound and image
Core Experience
8. The experience in the cinema
environment while not watching
the movie
Includes the box office,
concession, lobby, toilets,
poster-cases, ambient music, etc.
Ample scope for differentiation
Inner Experience
Box office, Luxe
Restroom, Palazzo
10. A negative experience is one that if
done well, does not give the customer
a sense of elation but when done badly
creates substantial negative perception
about quality
Examples – Hygiene, long queues,
broken seats, house lights not switched
off during movie
Implication – High priority
Should be fixed before working on
anything else
Negative Experiences
11. Experiences that get you to notice
and possibly go WOW
Examples – Great decor,
exceptional food quality and variety
Implications – Greatest effect
Positive Experiences
Lobby, Luxe
12. These are interactions that don't
evoke a reaction from customers in
spite of sometimes providing
considerable value to the customer
Example - Efficient customer service
Implication - Less bang for the
buck. Can be combined with many
such neutral experiences to create
an overall positive experience
Neutral Experiences
Click - Browsing Centre, Escape
Flip - Library, Escape
14. View interactions only through the eyes of the user
Break them down in the sequence of use
Details, details, details
Map the Existing Experience
Awareness
Discovery
Attraction
Interaction
Purchase
Use
Cultivation
Advocacy
Purchase
Post-purchase
Pre-purchase
Indirect
Direct
15. Assume money, resources,
technology and other
limitations do not exist
Push the boundaries even
exploring the impractical,
absurd solutions
Think ahead, not for today,
but 3-5 years down the line
This exercise would give a
sense of direction to a more
practical immediately usable
experience
Brainstorm the Dream Experience
16. Customers know what they don't like
Rarely will they be able to give you
groundbreaking insights
Understand what would be of value
to them
Understand but don’t ask the customer
17. "If I had asked people what they wanted,
they would have said faster horses.”
Henry Ford
18. Use the
environment to
interact with
multiple senses
Each interaction
should ideally trigger
multiple senses
Multisensory, more
likely to get noticed
Create Multisensory Interactions
2013, MCorp Consulting
19. Interactions that do not enhance the
customer experience
- checking tickets
- security scan
- queues
Are they necessary? Can we simplify
them?
To prevent a few wrongs we
sometimes inconvenience a
substantial majority
Use technology where possible to
work around such an interaction
Identify Unwanted Interactions
20. Your industry might only have a few
benchmarks.
Some of the best experiential work is
happening right now in retail, hospitality
and the casino (gaming) sector
Look Outside the Industry
21. Cinema going is a social experience,
much like going to a restaurant
- You don't just go for the food
- You want to share the experience with others
Identify opportunities to create social
interactions
- Planned and Chance
Eg. Smoking Room
People interact even if they dont know
each other
Create Social Interactions
Puff - Smoking Lounge, Escape
Dine, Escape
22. People perceive an interaction based
on their base expectation level
For example if the toilets were expected
to be poorly designed or average at
best they will be wowed by a great toilet
Manage Expectations
Restroom, Escape
Restroom, LuxeRestroom, Escape
Find opportunities where customers
have low expectations. Those are the
greatest opportunities to get a
customer to go WOW
23. Redesigning experience is a
continuous process
Do it one step at a time
Make sure the new experience
is sustainable
Use a new build to make
dramatic changes if needed
Use one location as a pilot
Incremental Improvements
Change is not an event,
it’s a process.
1974
2007
24. Customer perceptions are
quite often more important
than actual value
Some interactions, even
though, not used often by
people, by being available can
create a perception of overall
quality
For example, a great wine list
in a restaurant enhances the
customers appeal even
though the customer is
unlikely to order some of the
expensive wine
Perception vs Actual Usage
Bliss Spa, Escape
25. People perceive the same experience
differently
Any experience needs to be
acceptable to all as cinemas have a
complete cross section of society as
customers
Don't create interactions where they
are perceived positively by some and
negatively by others. Worst case they
can be neutral
Everyone is not the same
26. Some experiences such as image and
sound quality are valued by all but not
perceived by some
Communicate these effectively to get
the group that has not seen the
difference
Invisible Experiences
27. Change in the customer experience
can be a positive and/or negative
Customers appreciate constant
innovation. Displaying intention of
change is more important than the
change itself.
Caution: Changes to habitual activity
can disrupt familiarity
Change
28. Find ways to ensure that competitors
can’t or won’t want to follow you
Complicate your business rather than
simplify
Build an organisation culture of
innovation that is not quickly
replicated
Create Sustainable Differentiation
36. Technology: Enhancing Experience in Cinemas
Drive Personalisation
Subtitles in a language of choice
Pre-reserved tickets for likely
to watch movies
Enhance engagement
Vote for Interval content :
Advertising, trailers
Control temperature in
auditorium as a community
Promote social interaction
Visibility on friends booking
tickets for movies
Invite people, vote for movies
and create your own shows
Reduce negative experiences
Remove waits
Remove checks