1. consumer insight & trend spotting conference
15/16- august- 2012
toronto, canada

2. “if I have seen further…

3. … it is because i have stood on the shoulders of giants…”
joe pine & kim
simon sinek korn, “authenticity”
“start with why” & “infinite
possibilities”
roger martin
(various works) daniel pink
“why right brained
sean hayes thinkers will rule
ax dev group the future”
reid brownscombe,
bmo financial
group

5. w h e r e a r e w e g o i n g t o d a y?
Semantics, taxonomies &
definitions What can we do?
What’s changed & why?
Who’s doing it?

6. where we are going, depends on agreeing where we are at.

7. (no. not those 3c’s)

8. t h e n e w 3 c ’s
consumer customer client

9. t h e n e w 3 c ’s : a n e xa m p l e
the consumer
the customer
the client

10. experience is multi- facet.

11. t h e 3 X ’s
Customer don’t
care about…
 product experience (pX)
advocation  is about function & utility
 is what you do
life size &
share  service experience (sX)
service  is about access & ease of use
loyalty  is about how you do it
product
 life experience (lX)
 is about emotion & result
 is about why you do it

12. simon says…

13. the formula for cX
what you do. how you do it. why you do it.
product service life

14. you’re doing ok mom.

15. need. want. benefit.

16. lX not the same as sX
service experience is: life experience is:
 about access to products (24-7)  what products & service facilitate
 the ticket to the game  the game trophy
 easily replicable  unique
 knowledgeable, friendly staff  understanding why customers need products
 responsiveness & professionalism a journey
 enables a transaction  about a result

17. n e e d s v s . b e n e f i t s : a b a n k i n g e xa m p l e .
need a… benefit is…
 mortgage. a home.
 school loan.  to learn.
 car loan.  transport.
 credit card.  to buy the iPad 3.
 small business loan.  to follow a dream.
 RRSP  to retire.
 equities & bonds.  to help my kids go to school.
 loan.  to travel the world.
what we believe are experiences. what are really experiences.

18. the game isn’t changing. it’s already changed.

19. the bad news.

20. w a r r e n ’s d o n e a l r i g h t . s o h a s m a r s h a l l .
“What got you to
where you are, may
not be enough to get
you to where you
want to go.”

22. the vendor customer relationship has changed.

25. … and can you blame them?

28. not so good.

29. pretty darn good.

30. but social unrest & change existed before sm…

33. s o c i a l t e c h n o l o g y. a u t h e n t i c i t y. n e w e c o n o m y * .
* J. Pine & J. Gilmore

34. economic model development
Where loyalty & engagement is created….
Transformation
Brand
Commoditized
Experience
Customized
Services
Products … about staying when things go wrong…
Commodities
©Joseph Pine II & Kim Korn: Infinite Possibility

35. the toughest job...

36. … what are we going to do about this?

37. … there is hope.

38. people.

39. want.

40. meaning.

41. authentic relationships, are loyal relationships.

42. axioms of authenticity …
If you are authentic, you don't have to say you're authentic.
If you say you're authentic, you better be authentic.
It is easier to be authentic, if you don't say you're authentic.

43. economic model development
Where loyalty & engagement is created….
Transformation
Brand
Commoditized
Experience
Customized
Services
Products … about staying when things go wrong…
Commodities
©Joseph Pine II & Kim Korn: Infinite Possibility

44. what is the good life?

45. i t ’s o . k .
t o s a y…
no…
t o y o u r…
customers.

47. the ROI…

48. k p i ’s , m e t r i c s & q u e s t i o n s
 closed ended questions, get closed ended answers…
 would you…
 will you…
 un-engaging questions, get unengaged responses…
 rate us…
 on scale of 1-10…

49. … but
HOW???

50. recognize the challenge.

52. to be different, you’ve got to do things differently

53. operating & organizational models…

54. traditional models will deliver traditional returns

55. silos work for storage not experiences

56. d o y o u l i ke ke t c h u p ?

57. “If you want your employees to drive
loyalty, you’ve got to give them the
wheel…”
(Bryan Pearson, CEO LoyaltyONE)

58. command + control to inspire + release
the way it was the way it is
 command + control  inspire + release
 converge + cost cut  diverge + revenue generate
 exploit + optimize  explore + pioneer
 benchmark competitors  benchmark yourself
 grow customer base

59. j o h n n y, t h e b a g g e r.

60. the experience eco-system
SERVICE DESIGN
EXPERIENCE DESIGN
PRODUCT
LIFE DESIGN DESIGN

61. t h e e x p e r i e n c e p r o c e s s (a s - i s )
Why? How? What? Finance.
Marriage Experience
Our customers have a dream. Our customers figure out how to Our customers source the pieces. And by this point, the
make it real. experience has been designed
and financing of it a
transaction…
Where
Where we are
Where the experience occurs. decision are
engaged.
made.
Loyalty & Emotion. Transaction & function.

62. case study

63. a lot of the old tools, aren’t valid anymore

64. prefrontal lobe
full- spectrum thinking
anticipatory + pro-active neocortex
communication
creativity
adaptability
limbic system
emotions
long-term memory
reptilian brain
reactive
fight vs. flight

65. “Asking people why they choose you over another may provide
wonderful evidence of how they have rationalized the
decisions, but it does not shed much light on the true
motivation for the decision.
It’s not that people don’t know, it’s that they have trouble
explaining why they do what they do.
Decision- making and the ability to explain those decisions
exist in different parts of the brain.”
~ Simon Sinek, Start With Why.

66. SERVICE DESIGN
EXPERIENCE DESIGN
PRODUCT
LIFE DESIGN DESIGN

67. i t ’s n o t a b o u t “ o r ’s ”

68. t h e e x p e r i e n c e p r o c e s s (c o u l d - b e ? )
Why? How? What? Finance.
Marriage Experience
Our customers have a dream. Our customers come to us to figure Collaboratively, we source the pieces. And we then provide the
out how. finances to pay for the pieces.
Channel Interface
And as side, generate business
for commercial clients, which
requires more financing for
Marriage Experience Business Experience Home Experience Retirement Experience School Experience Travel Experience Baby Experience
them.
Segmentation
& Tagging
Commercial
Client Db

69. p e o p l e b u y e x p e r i e n c e s . t h e y b u y w h y. n o t w h a t .
Baby Experience
Marriage Experience
School Experience
Home Experience
Travel Experience
Business Experience
Retirement Experience

70. the banking experience as it could be?
Self- Service Centre
Making Money Make Sense Training Centre Networking Centre
Figuring it all out centre…
Experience Theme of the week Marriage Experience Centre Retirement Experience Centre

71. i t ’s n o t a d i g i t a l o r r e a l e x p e r i e n c e .

72. M u l t i v e r s e : T i m e - S p a c e - M a t t e r Va r i a b l e s .
(Real-time events) (Material substance)
(Virtual places) (Physical places)
(Digital substance) (Manipulated time)
©Joseph Pine II & Kim Korn: Infinite Possibility

73. T i m e - S p a c e - M a t t e r.
 “My intention in this book is to give new
meaning to time, space, and matter in shaping
tomorrow’s business and organization. In the
industrial economy managers considered time,
space, and matter as constraints, whereas in
the new economy they will come to think of
them as resources. This will require profound
transformations in the way we think about time,
space, and matter.”
 No-Matter: “In the new economy, the value
added will come increasingly from intangibles. .
. whose importance does not lie in their material
existence.”
Source: Stan Davis, Future Perfect (Reading, MA: Addison-Wesley, 1987), p. 5. & p. 92

74. M u l t i v e r s e : M a n i p u l a t i n g t h e Va r i a b l e s .
(Real-time events) (Material substance)
(Virtual places) (Physical places)
(Digital substance) (Manipulated time)
©Joseph Pine II & Kim Korn: Infinite Possibility

75. Multiverse: the 8 Dimensions of Experience
©Joseph Pine II & Kim Korn: Infinite Possibility

76. m u l t i v e r s e e xa m p l e s

77. if you take nothing… take this…

78. w h e r e d i d w e g o t o d a y?
Semantics, taxonomies &
definitions What can we do?
What’s changed & why?
Who’s doing it?

79. t h e t a ke a w a y s .
1. are different “types” of customers & “experiences”
 require there own engagement model
 integration with other “types” key
2. loyalty is based on the experience eco-system
 traditional contract is broken
 product & service differentiation are no longer unique
 get back to basics- be authentic (don’t sell it)
3. cX is not a divisional responsibility
 breakdown the traditional organizational models
 provide boundaries, not controls

80. case studies

82. p i ke p l a c e .

83. apple.

84. charmin rest room.

86. consumer insight & trend spotting conference
15-august-2012
toronto, canada