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Author: Mirco Pasqualini
Publisher: Mirco Pasqualini
ISBN: 1792888864
Category : Business & Economics
Languages : en
Pages : 208
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Book Description
Everyone working in the space of brands, marketing and communications has seen their job change rapidly in recent years. In particular, the agency business has been forced to rethink and redefine its role. As well, the impact of the new economy and the establishment of the experience economy model has changed everything we have known about marketing, brands, customer perspectives and the rules & dynamics defining the relationship between these elements. Multidisciplinary & inclusion have become mandatory requirements for everyone, dethroning traditional “Creatives” from the leadership to a more equal level with other disciplines & practices. Data & Technology have become the new language; Design & Experience are the new religions; a new generation of leadership is rising with a system consciousness as an effect of the digital age. I truly believe in the power of sharing to make changes, and this is the reason why I am sharing this work.After spending the last 20 years in different business contexts as a consultant for private companies and startups; as a chief design officer for a venture incubator and an executive for agencies, I decided to summarize everything I have observed and discovered about the relationships between companies, teams, operational models, business results, innovation and growth in this blueprint. I do not expect everyone to agree with my work and my vision won’t be a fit for all, but I am sure that everyone will find something in these pages useful and different from their perspective capable of stimulating questions or reflections. How can company management organization be more holistic, multidisciplinary, integrated, human-centered, systematic, inclusive and create the conditions to trigger innovation?
Author: Mirco Pasqualini
Publisher: Mirco Pasqualini
ISBN: 1792888864
Category : Business & Economics
Languages : en
Pages : 208
Get Book Here
Book Description
Everyone working in the space of brands, marketing and communications has seen their job change rapidly in recent years. In particular, the agency business has been forced to rethink and redefine its role. As well, the impact of the new economy and the establishment of the experience economy model has changed everything we have known about marketing, brands, customer perspectives and the rules & dynamics defining the relationship between these elements. Multidisciplinary & inclusion have become mandatory requirements for everyone, dethroning traditional “Creatives” from the leadership to a more equal level with other disciplines & practices. Data & Technology have become the new language; Design & Experience are the new religions; a new generation of leadership is rising with a system consciousness as an effect of the digital age. I truly believe in the power of sharing to make changes, and this is the reason why I am sharing this work.After spending the last 20 years in different business contexts as a consultant for private companies and startups; as a chief design officer for a venture incubator and an executive for agencies, I decided to summarize everything I have observed and discovered about the relationships between companies, teams, operational models, business results, innovation and growth in this blueprint. I do not expect everyone to agree with my work and my vision won’t be a fit for all, but I am sure that everyone will find something in these pages useful and different from their perspective capable of stimulating questions or reflections. How can company management organization be more holistic, multidisciplinary, integrated, human-centered, systematic, inclusive and create the conditions to trigger innovation?
Author: B. Joseph Pine
Publisher: Harvard Business Press
ISBN: 9780875848198
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
This text seeks to raise the curtain on competitive pricing strategies and asserts that businesses often miss their best opportunity for providing consumers with what they want - an experience. It presents a strategy for companies to script and stage the experiences provided by their products.
Author: B. Joseph Pine II
Publisher: Harvard Business Press
ISBN: 1633697983
Category : Business & Economics
Languages : en
Pages : 412
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Book Description
Time is limited. Attention is scarce. Are you engaging your customers? Apple Stores, Disney, LEGO, Starbucks. Do these names conjure up images of mere goods and services, or do they evoke something more--something visceral? Welcome to the Experience Economy, where businesses must form unique connections in order to secure their customers' affections--and ensure their own economic vitality. This seminal book on experience innovation by Joe Pine and Jim Gilmore explores how savvy companies excel by offering compelling experiences for their customers, resulting not only in increased customer allegiance but also in a more profitable bottom line. Translated into thirteen languages, The Experience Economy has become a must-read for leaders of enterprises large and small, for-profit and nonprofit, global and local. Now with a brand-new preface, Pine and Gilmore make an even stronger case for experiences as the critical link between a company and its customers in an increasingly distractible and time-starved world. Filled with detailed examples and actionable advice, The Experience Economy helps companies create personal, dramatic, and even transformative experiences, offering the script from which managers can generate value in ways aligned with a strong customer-centric strategy.
Author: Mirco Pasqualini
Publisher: Independently Published
ISBN: 9781094698755
Category :
Languages : en
Pages : 170
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Book Description
This book is an excerpt from the bookAgencies & Brands in the Experience Economy: Management OrganizationEveryone working in the space of brands, marketing and communications has seen their job change rapidly in recent years. In particular, the agency business, created around the needs of brands has been forced to rethink and redefine its role.As well, the impact of the new economy and the establishment of the experience economy model has changed everything we have known about marketing, brands, customer perspectives and the rules & dynamics defining the relationship between these elements.The exponential technology innovation and the reshaping of marketing and communication dynamics created new opportunities and business, while at the same time destabilizing agencies & brands assumptions. How can company management organization be more holistic, multidisciplinary, integrated, human-centered, systematic, inclusive and create the conditions to trigger innovation?
Author: James H. Gilmore
Publisher: Greenleaf Book Group
ISBN: 1626343004
Category : Self-Help
Languages : en
Pages : 150
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Book Description
Mastering the Way You See the World Inspired by Edward de Bono’s Six Thinking Hats method, Jim Gilmore has created a unique and useful tool to help our ability to perceive. In his latest book, Look: A Practical Guide for Improving Your Observational Skills, Gilmore introduces the metaphor of “six looking glasses.” Each looking glass represents a particular skill to master in order to enhance the way we look at the world. The six skills include binoculars, bifocals, magnifying glass, microscope, rose-colored glasses, and blindfold looking. Each looking glass provides an observational lens through which to see the world differently. This framework will help its users to: • See the big picture • Overcome personal bias • Pinpoint significance • Better scrutinize numerous details • Uncover potential opportunities • See what’s in the mind’s eye These varying perspectives offer myriad practical applications: They can help any executive, manager, or designer more richly observe customer behavior, philanthropists and policy makers more keenly identify human needs, and anyone else interested in innovative thinking to first ground their ideation in practical observation. Gilmore helps readers grasp the Six Looking Glasses by including helpful everyday examples and practice exercises throughout. Put into practice, this method of looking will help you see the world with new eyes.
Author: Martin Einhorn
Publisher: Emerald Group Publishing
ISBN: 1839096942
Category : Business & Economics
Languages : en
Pages : 240
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Book Description
The Machine Age of Customer Insight demonstrates the impact of machine learning and data analytics, combining an academic state-of-the-art overview of machine learning with cases from well-known companies. These cases show the opportunities and challenges of the transformation process for business and for customer insights more specifically.
Author: Jon Sundbo
Publisher: Edward Elgar Publishing
ISBN: 1848444001
Category : Business & Economics
Languages : en
Pages : 271
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Book Description
Creating Experiences in the Experience Economy focuses on the creation of experience from a business perspective. In doing so, the book establishes a more solid foundation for making better and more complex analyses of experience creation, paving the way for the development of analytically based and innovative experiences in experience firms and institutions. The contributors emphasise that experience creation is not an easy task with a straightforward formula and examine how marketed experiences are constructed, developed and innovated. Presenting diverse and innovative perspectives, the contributors discuss and present models for how experiences are designed, produced and distributed. With its cross-disciplinary approach to experience creation, this fascinating study will appeal to researchers and academics of business administration, services, culture and tourism.
Author: Steven Walden
Publisher: Springer
ISBN: 1349949051
Category : Business & Economics
Languages : en
Pages : 266
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Book Description
Walden shows why most customer experience management fails to improve the customer’s real experience and how to concentrate on the subjective emotional perceptions that drive the customer’s actual “experience” rather than the quantitative service efficiency metrics gathered by most CX tools. Customer experience management is not about managing every objective “experience” your customers have with you. It’s about understanding, measuring and creating “experiences” that customers “value”. So while service and efficiency are wonderful things, they represent "business as usual"; the ticket to the game, the platform from which “experiences” are created not the experience itself! The message of this book is that businesses are at risk! Their uber focus on efficiency is leading them to miss the chance to connect more closely with their customer base and deliver on the creative potential of their brand. They ignore the fact that technology is an enabler of the “experience” it is not “the experience”. Customers are not data – they are people: living, breathing, contradictory, infuriating bundles of cognitive and emotionally-driven responses to stimuli. “Experience” deals with how customers think, feel and behave – the things that motivate them to act which go beyond frequently forgettable efficiency. This means differentiating by providing new and better experiences based on a deeper understanding of what motivates customers to buy. To do that we must leave the objective, quantitative, world of quality management and enter the subjective, qualitative, world of customer’s psychology. Walden reboots our understanding of customer experience, showing us what it means, how to measure it, what we need to do to manage it and how we can gain financially from it. Understand, measure, create and do – but first of all, understand.
Author: Sundbo, Jon
Publisher: Edward Elgar Publishing
ISBN: 1839103841
Category : Business & Economics
Languages : en
Pages : 176
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Book Description
Offering an extensive and coherent presentation of theory on the experience economy, this stimulating Advanced Introduction discusses what experiencing is and why people are seeking experiences. Jon Sundbo defines the experience concept in contrast to similar concepts such as culture and creative economies, and presents measurements of the value of the experience economy.
Author: Laurie Young
Publisher: John Wiley & Sons
ISBN: 9780470772737
Category : Business & Economics
Languages : en
Pages : 364
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Book Description
During the last thirty years, a wide range of product companies throughout the Western economies have considered moving into or setting up service businesses. Some have rejected the idea after careful consideration, some have wandered into competitive services without any real idea of what is involved and others have deliberately executed a carefully considered strategic manoeuvre. Included in this debate are some of the most famous business names in the western world: Unisys, Ericsson, Michelin, Nokia and HP. For IBM it was Lou Gerstener’s ‘big bet’; at GE it was one of former CEO Jack Welch’s ‘four major strategies’ and, at General Motors, the financial services arm was its most profitable business for many years. Yet very little has been published on this profound transition. As a result, myths and idiocies abound. Some routinely claim that the ‘evolution from products through services to solutions’ is inevitable. Others think that manufacturing is being outsourced to China and India while American or European teenagers face a career in hamburger stalls. The truth is much more fascinating. To succeed in a service business, most functions of a product company need to change. Operations, management, recruitment, finance, sales, new product development and marketing must all be adjusted. So the move into service therefore involves huge risk caused by disruptive and radical change. What has pushed realistic business people in such widely different industrial sectors to take so large a risk? Does their experience contain lessons or warnings for others? Is the trend likely to continue and affect other parts of the world as their economies develop? Will India, China or other developing economies need to learn how to export service once their manufacturing industries mature? Written by a successful businessman who has been at the heart of these changes in several companies and, with case studies from companies like IBM, Unilever, BT, Michelin, Ericsson and Nokia, this book explores the experience of those who have made the transition; and some who have resisted it. It covers in depth subjects such as: strategic focus, change management, service operations, branding a service business, service sales and service marketing. It is the first major work on this subject. "This book is a ‘must read’ for those considering the plunge into service growth and innovation. Even those companies that have already taken the plunge will gain fresh perspective" —Jim Spohrer, Director, IBM Almaden Research Centre, USA "Laurie Young details in very practical ways the reasons and methodologies for change ... I would recommend this book to every one of my customers." —Douglas Morse, Managing Principal for the Services Transformation and Innovation Group LLC "I am thrilled with the publication of this much needed book. In my work with businesses around the globe, I find that grappling with the challenge of transforming a company from products to services is a compelling priority for increasing numbers of firms." —Stephen W. Brown, PhD, Carson Chair, Professor and Executive Director, Center for Services Leadership, W. P. Carey School of Business, Arizona State University
