Author & Co-Founder, Strategic Horizons LLP
An Experience Economy
The explosion of digital technology in the lives of consumers requires a new way of thinking about how to use that technology to create economic value. To remain relevant, companies must incorporate technology to create innovative new offerings and super-charge their marketing efforts. In this session, Joe Pine offers businesses a new way of thinking to help them explore the infinite possibility for creating customer value on the digital frontier.
Apple, Build-a-Bear, Cirque du Soleil, ING Direct Café, the Geek Squad. Do these companies conjure up images of mere goods and services, or do they invoke something more—something visceral? Welcome to the Experience Economy, where businesses must form unique connections in order to secure customer affections and ensure economic vitality. In this thought-provoking speech, Joe Pine takes this enduring idea and applies it to the demands of today's increasingly time-starved world. With both new models, refreshed examples, and an insightfully different perspective for our digital age, this presentation offers a practical approach for helping companies engage customers in personal and memorable ways.
In a world filled with mediated and staged experiences, consumers are now making decisions based on how real they perceive various offerings to be. As a result, enterprises must become adept at rendering authenticity. Finding ways to tap into this emerging sensibility will become essential for success in years and decades to come. These new ideas will truly help businesses discover who and what they are—and what they are not—and discover how to best portray that to customers.
In this presentation, Joe Pine shares an unblushing look at the failure of traditional marketing and what will replace it. He shares real-world examples, unveils the Location Hierarchy Model, and makes the case for the emergence of a new executive: the Chief eXperience Officer (CXO).
In this presentation, Joe Pine explains that customer sacrifice is the gap between what customers settle for and what they really want. He details his model for rethinking the traditional metric of customer satisfaction and helps the audience discover hidden opportunities for innovation and differentiation.
The most innovative companies are rapidly embracing a new paradigm of management—mass customization—which allows them the freedom to create greater individuality in their products and services at desirable prices. In this presentation based on Joe Pine’s pioneering 1993 book, Mass Customization: The New Frontier in Business Competition, Pine shares his secrets into providing mass customization.