"Experiences are more important than products now"

"In math, x represents a variable to be solved for. In business, the x we must solve for is the experience we want to give our customers.
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“An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event.”
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Experiences are more important than products now. In fact, experiences are products. They’ve also become a lively topic of consumer comment for all the world to hear. People increasingly share their experiences with companies and products in our connected economy, and we can either be active participants in creating and nurturing desired experiences or spend more and more time trying to react or make up for bad experiences. What’s more, consumer demands continue to evolve. We’re just getting started.
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And because so few companies offer quality experiences, customers are willing to pay more for them. Any company that shows any semblance of empathy now possesses a tremendous competitive advantage.
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The bottom line is that for most companies, customer experience is not truly a priority. They manage it instead of lead it. They scale and optimize their current practices, generally focusing on some technology fixes and doing good marketing.
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Eighty-five percent would pay up to 25 percent more to ensure a superior customer service experience."

Trechos retirados de "X: The Experience When Business Meets Design" de Brian Solis

Muito mais do que valor financeiro (parte VIII)

Parte I, parte II, parte III, parte IV, parte V, parte VI e parte VII. 

"How the experience economy will evolve
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The experience economy is a long-term underlying shift in the very structure of advanced economies and the forces of creative destruction take time.
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The shift into today’s experience economy comes with a number of implications that leaders should keep in mind as they manage their company’s shift from commodity trading, manufacturing and service providing or innovate wholly new businesses birthed in experiences:
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1. Mass customization is the route up the progression of economic value
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Companies should focus on reaching inside of the individual, living, breathing customer, making their offerings as personal and as individual as the customer
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2. Work is theatre. Business enterprises would gain an invaluable perspective simply by declaring their work to be theatre. For when a business sees its workplace as a bare stage, it opens up opportunities to distinguish itself from the myriad humdrum makers of goods and providers of services that perform work without recognizing the true nature of their acts. With theatre furnishing the operating model, even the most mundane of tasks can engage customers in a memorable way.[Moi ici: Quando li isto, juro, recuei logo até Dezembro de 2006]

3. Authenticity is the new consumer sensibility. Concomitant with the shift into the experience economy is a shift in the primary criterion by which people choose what to buy and from whom to buy. No matter the offering – commodity, good, service, experience or transformation – customers will judge it based on whether or not they view it as authentic – that is, whether or not it conforms to their own self-image.
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4. The experience is the marketing. Perhaps the worst offender when it comes to authenticity is advertising, as it has become a phoniness-generating machine. [Moi ici: Relacionar com o outro recorte que se segue mais abaixo] Companies should invest their marketing money in experience places. The best way to generate demand for any offering in today’s experience economy is with an experience so engaging that customers can’t help but pay attention and buy that offering. Marketing therefore needs to become placemaking, where companies create a portfolio of places, both real and virtual, to simultaneously render authenticity and generate demand."

Trechos retirados de "A leader's guide to innovation in the experience economy" de Pine e Gilmore, publicado em STRATEGY & LEADERSHIP, VOL. 42 NO. 1 2014, pp. 24-29

""“Marketing experiences are the new marketing,”
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“It is really important for CMOs to understand that brand architecture is sort of representative of a bygone era where brands would tell people through creative campaigns what that brand stood for and why you should care,”
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experiences are now the new brand.
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the need for CMOs to become “experience architects.”"

Trechos retirado de "Experiences Are The New Brand, And CMOs Are Their Architects"