Welcome to the Experience Economy - Joe Pine
Summary
TLDRThe speaker discusses the evolution of economic value, emphasizing a shift from goods and services to experiences. Highlighting examples like Starbucks and Nespresso, they argue that customers no longer seek just products or services but memorable experiences that engage them personally. The talk explores how creating distinctive, immersive experiences adds value in a commoditized world, where time and attention are scarce resources. Companies can thrive by offering 'time well spent,' making experiences the core of their offerings to build customer loyalty and drive economic growth.
Takeaways
- 😀 Innovation in experiences can create more value even without improving the product, as shown by the gumball machine example.
- 💡 The economy has shifted from goods and services to an experience-based economy, where experiences are distinct and more valuable.
- 🛠 Services and goods are becoming commoditized, meaning they are often judged only by price, forcing companies to differentiate through experiences.
- ☕ Starbucks revolutionized the coffee industry by focusing on the coffee-drinking experience rather than just the product.
- 🏠 Nespresso innovated by combining the home experience with their coffee machines and creating a distinctive brand experience through clubs and boutiques.
- ⏳ The key differentiator in the experience economy is time—customers seek 'time well spent' rather than just convenience.
- 🎭 Memorable and personal experiences are what create distinctive value, not just making interactions easy or nice.
- 🎹 Companies like Steinway and Procter & Gamble use immersive experiences to drive product demand and create strong marketing impact.
- 🌍 In the experience economy, businesses are competing globally for customers' time, attention, and money, which are limited resources.
- 🎯 The experience itself becomes the marketing, as seen with cases like Apple's stores and Zappos’ customer service model.
Q & A
What is the gumball machine example in the script meant to illustrate?
-The gumball machine, specifically the Gumball Wizard, illustrates how adding an experience, like watching the gumball spiral down, increases perceived value, even though the product itself (the gumball) is unchanged. This shows how experiences can enhance value in the experience economy.
Why are goods and services becoming commoditized according to the speaker?
-Goods and services are becoming commoditized because customers increasingly care only about price, due to features becoming similar and easily comparable. The internet accelerates this trend by allowing instant price comparisons.
What economic shift does the speaker suggest businesses need to adapt to?
-The speaker suggests that businesses need to adapt to a shift towards an 'experience economy,' where growth and success come from staging unique and memorable experiences for customers, rather than just offering goods or services.
How did Starbucks innovate in the coffee industry according to the speaker?
-Starbucks innovated by creating a coffee drinking experience, rather than just selling coffee as a product. They focused on the ambiance, environment, and overall customer experience, which added value beyond the coffee itself.
How does the Nespresso example demonstrate innovation in the experience economy?
-Nespresso innovated by designing their coffee machines to deliver a unique at-home coffee experience, complemented by Nespresso boutiques where customers can try products. They also offer a service (Nespresso Club) that allows automatic replenishment of capsules, enhancing the overall experience.
What is the significance of time in the experience economy?
-In the experience economy, time is crucial. Companies must focus on creating 'time well spent' for customers, where customers value the time they spend with a company. This contrasts with services, where 'time well saved' is more important.
What makes a distinctive experience different from just offering convenience or good service?
-A distinctive experience is memorable and personal, engaging the customer on a deeper level. While convenience and good service are important, they are not enough to create a truly remarkable experience that leaves a lasting impression.
How does the concept of 'the experience is the marketing' work?
-'The experience is the marketing' means that a well-designed customer experience itself generates demand. By creating engaging experiences, companies naturally attract attention, retain customers' time, and motivate purchases, as illustrated by examples like Steinway's in-home concerts and the Charmin restroom experience.
Why does the speaker mention Zappos' customer service as an example of time well spent?
-Zappos encourages its customer service representatives to spend as much time as needed with customers, sometimes hours on a single call, to ensure that the customer has a positive and engaging experience. This approach exemplifies valuing customers' time well spent.
How can companies create memorable experiences for employees, and why is this important?
-Companies can create memorable experiences for employees by offering engaging training and work environments, like Whirlpool's real-world program or Molina Hospital's focus on 'sowing seeds of abundance.' This helps ensure employees are motivated to create great customer experiences, which is essential in the experience economy.
Outlines
🍬 The Gumball Wizard: A Revolutionary Experience
The speaker introduces the concept of experience-based innovation by discussing the 'Gumball Wizard,' a device that revolutionized the gumball industry by adding an experiential aspect. Instead of delivering the product instantly, it provides an engaging experience for children as the gumball spirals down, even though this added experience does not enhance the quality of the gumball itself. This shift from traditional goods to experiences is a sign of the changing economy, where experiences add more value than goods or services.
💸 The Commoditization of Goods and Services
The speaker explains the commoditization process, where goods and services are increasingly seen as interchangeable, leading to competition based solely on price. The internet accelerates this by allowing customers to compare prices easily. The shift from a goods-based to a service-based economy has further commoditized services, making price the primary differentiator. To escape this trend, businesses must move beyond commoditized goods and services to offer unique experiences.
☕ The Experience Economy and Coffee
Illustrating with examples from the coffee industry, the speaker describes how experiences create more value than goods or services. While coffee as a commodity is worth only a few cents, places like Starbucks turn it into an experience, charging customers much more for the same product by surrounding it with ambiance and personalization. High-end coffee shops like Café Florian exemplify how businesses can charge a premium by creating memorable experiences.
🌟 Creating Distinctive and Memorable Experiences
The speaker emphasizes the need for businesses to create memorable, distinctive experiences rather than just focusing on making things convenient or 'nice.' True experiences are personal and leave lasting memories, unlike service characteristics that are merely functional. To create these experiences, companies need to engage customers deeply, moving away from generic service features toward personalization and creating value through time spent with the customer.
🎮 Engaging Employees Through Experiences
The speaker highlights how creating unique experiences for employees is just as important as for customers. Examples include the U.S. Army’s recruitment game, Whirlpool’s experiential training program, and Molina Hospital's employee engagement initiatives. These organizations create time well-spent for employees, which in turn fosters better customer experiences. The key takeaway is that companies need to stage experiences for employees to enhance engagement and productivity.
⏳ Competing for Time, Attention, and Money
The speaker discusses how companies are now competing globally for the limited time, attention, and money of customers. As time and attention are finite, businesses must capture customers' focus through engaging experiences. The experience itself serves as a form of marketing, drawing customers in and encouraging them to spend time and money. The principle is simple: create an experience that holds the customer’s attention, and they will naturally want to invest in your product or service.
🎹 The Experience as Marketing
The speaker shares examples of how experiences act as powerful marketing tools. Steinway’s in-home concert events for piano buyers and Procter & Gamble’s Charmin restroom experience in Times Square exemplify how staging unique experiences can directly drive sales. Whether for high-end or low-end products, creating memorable marketing experiences leads to customer engagement and brand loyalty.
🍏 The Power of Great Experiences: Apple and ING Direct
The speaker discusses how companies like Apple and ING Direct have succeeded by combining great products with immersive experiences. Apple’s retail stores provide not just shopping but a complete brand experience, while ING Direct’s cafés offer a relaxed environment where customers can learn about financial services while enjoying coffee. These examples illustrate how businesses can build strong customer relationships through experience-driven interactions.
🏙️ Las Vegas: The Capital of Experiences
Las Vegas is presented as the ultimate hub for experiences, where every aspect of the city is designed to engage visitors. The speaker highlights how even entertainment, like Bellagio's fountain show, acts as a marketing tool to draw people in. Similarly, companies like Blendtec use digital platforms like YouTube to create engaging experiences that attract millions of customers and boost sales, proving that experiences can be staged both physically and virtually.
🏗️ Case Construction: Building Experiences for B2B
The speaker provides an example of a B2B company, Case Construction, that has leveraged the power of experiences to engage customers. By offering hands-on experiences with their equipment at their Tomahawk Experience Center, Case Construction drastically increases their chances of closing sales. This shows that experiential marketing is just as effective in the business-to-business realm as it is in consumer-focused industries.
🏆 Embrace Experiences or Face Commoditization
The speaker concludes by urging businesses to evolve beyond traditional goods and services. Those that cling to outdated practices will inevitably be commoditized, while those that innovate by staging unique and personal experiences for their customers will be rewarded. The future of economic value lies in experiences, and companies must adapt to this shift to stay competitive and thrive.
Mindmap
Keywords
💡Experience Economy
💡Commoditization
💡Staging Experiences
💡Innovation
💡Customer Engagement
💡Memorability
💡Starbucks
💡Nespresso
💡Customer Experience
💡Time Well Spent
Highlights
The 'Gumball Wizard' machine provides a novel experience by delaying the reward, creating added value despite no change in product quality.
The shift from a goods-based economy to an experience-based economy is driving innovations like the gumball machine, emphasizing experiences over mere goods and services.
Goods and services are increasingly becoming commoditized, forcing companies to differentiate themselves by offering unique customer experiences.
The internet has intensified commoditization by allowing customers to easily compare prices, making price the main factor for goods and services.
In the experience economy, companies use goods as props and services as the stage to create memorable interactions for customers.
Starbucks revolutionized the coffee industry by focusing on the coffee drinking experience, inspired by Italy, rather than simply selling coffee as a commodity.
Nespresso innovated by providing a home coffee experience with its capsule system and creating boutique stores to enhance the customer experience.
Coffee exemplifies the economic value progression: from commodity (beans) to good (packaged coffee), service (brewed coffee), and experience (Starbucks or Café Florian).
Distinctive customer experiences must be memorable, personalized, and go beyond simply being nice, easy, or convenient.
Time well spent is crucial in the experience economy, where companies compete globally for the time, attention, and money of their customers.
Zappos creates a unique experience by celebrating customer interactions, even rewarding employees for spending more time with customers on the phone.
Whirlpool trains employees by creating an immersive experience in their 'Real World' program, resulting in high employee retention.
The experience is the marketing: creating engaging customer experiences (e.g., Steinway piano concerts or Charmin's restroom experience) drives sales.
Apple's success in retail is due to combining innovative products with a distinctive store experience that customers remember.
Companies like ING Direct use physical spaces, such as cafés, to create personalized experiences that drive customer engagement and sales.
Transcripts
thank you very much with all the talk
this morning about experience and
innovation I thought I'd start with one
innovation I think is particularly
telling let me know if you've ever seen
this particular innovation before you've
seen these devices this is known as the
gumball Wizard from a company called
global gumball and it truly has
revolutionized the global gumball
industry if you haven't seen one of
these devices what happens is that a kid
will come up to the device with this
quarter to put the quarter in the slot
and then turn the crank and then he
doesn't get a gumball at least not right
away and said first he gets this gumball
een experience as it goes spiraling down
clickety clack as it goes now there's no
functional purpose whatsoever for this
device you don't get a better
manufacturer good you know the gumball
is the same as it's always been you
don't get better service in fact the
service is actually worse why mine takes
longer to get that gumball that you
requested and yet it has more value it
has more value because of that gumball
spiraling experience I've seen kids go
up to their parents ask them for a
quarter excitedly come up to the gumball
wizard put that quarter in the slot turn
the crank has a gumball spiraling
experience and then pick up that gumball
throw it away and glass their parents
for another quarter it's it's really
just a slot machine for kids is what it
is but why do we see innovations like
this why is this happening well it's
because of a very fundamental change in
the very fabric of the economy where
we've gone from the green economy based
off of commodities to an industrial
economy based off of goods through a
service economy and what happened in the
service economy is that goods became
come monetized commoditize mean they're
treated like a commodity where people
don't care who makes them they're about
the brand think about the features all
pretty much the same anyway they come to
care about three things and three things
only price price and price that's when
goods have been commoditized and in fact
the the Internet is the greatest force
in commoditization ever invented the
friction of marketplace means that
customers can instant
compare prices from one vendor to
another and it tends to push them down
to the lowest possible price but what we
see now is services increasingly being
commoditized as well long-distance
telephone service sold on price price
price fast food restaurants with all
their value pricing and the Internet can
even commoditize services if you look at
financial services what used to cost
several hundred dollars to buy or sell a
block of shares with a full-service
broker can now cost as low as three
dollars with an internet-based broker
what that means is that fundamentally
goods and services are no longer enough
goods and services are everywhere
becoming mere commodities and that means
it's time to move to a new level of
economic value to go beyond the goods
and services to staging experiences for
your customers now the most important
thing to understand about this
progression of economic value through
remember nothing else from our time
together this morning I want you to
remember this experiences are a distinct
economic offering as distinct from
services as services are from goods
it's basically use goods as props and
services as the stage to engage each and
every individual inherently personally
and thereby create a memory which is the
hallmark of the experience so we're
shifting into an experience economy
that's where growth is going to come
from and jobs in GDP now and in the
future and that is where we need to
innovate we need to innovate in
experiences this hit home for me a
number of years ago and I was in Milan
Italy given a boardroom presentation to
a number of different executives and one
of them was the vice president of
Maxwell house in Italy and he said
something that Florida he said you know
there's been no innovation in the coffee
industry in 15 years I said are you
kidding me have you never heard of
Starbucks because for him innovation
wasn't good there are manufacturers like
he had blinders on we only innovate in
goods totally missing the innovation and
the coffee drinking experience that
Howard Schultz created Starbucks the
irony of course video is actually Milan
Italy that inspired Howard Schultz to
bring back that great coffee experience
that he saw there back to the United
States and now increasingly export
around the world now contrast what
Maxwell House did or
with Nestle and it's Nespresso brand in
the face of Starbucks increasingly
controlling coffee consumption around
the world Nespresso innovated they came
up with this capsule system where that
they say the best cafe is your cafe that
subtext not out there in Starbucks but
the one in your own home and they
innovated the Nespresso machine now yes
this is a physical good but they
designed it in such a way that just
using the Nespresso machine is an
experience and then they innovated their
own experience places the Nespresso
boutiques where you can come in you can
sit down you can be exposed to all the
product they can make a cup of coffee
just for you on the Nespresso machine
knowing that if they get you to
experience the product before you buy it
the chances you will buy it in fact a
lot and they didn't stop there they
innovated in services with a Nespresso
Club where they allow you to
automatically replenish your particular
favorite capsules delivered
automatically to your home and then it
just seems a basic principle of the
experience economy that when you get
into stage and experiences that just
doesn't hurt of George Clooney as your
spokesperson now if you think about
coffee is that it perfectly exemplifies
this progression of economic value that
I'm talking about because coffee at its
core is what right what's coffee right
beans as beans you know it's a commodity
can actually look up the future price of
coffee in the Wall Street Journal every
morning and as you convert that from a
per bushel to a per cup basis in which
coffee cost per cup when you treat it as
a commodity 2 or 3 cents that's so much
of the cost in your cup of coffee is
worth the beans are worth but if you
take those beans you roast em grind em
packaged and put them on a grocery store
shelf like Maxwell House does now you
get 5 10 15 cents per cup of coffee if
you actually brew it for the customer in
a vending machine a corner diner kiosk
Dunkin Donuts or 7-eleven somewhere now
you get 50 Cent's dollar dollar and a
half per cup of coffee but then surround
the brewing of that coffee with the
ambience and theater of a Starbucks and
now how much you pay three four five six
dollars per cup of coffee with only two
or three cents worth of beans in it four
distinct levels of value totally depend
on what business the company thinks it's
in
now Starbucks actually doesn't hold a
record for a cup of coffee had the
opportunity a couple years ago to take
my wife to Venice and there of course we
went to the Piazza San Marco and I
bought her a cup of coffee at the cafe
Florian and then we spent over an hour
there soaking in all the sights and
sounds that most old-world of Italian
cities and then I got the bill Johanna a
cup of plain old black coffee cost at
the cafe Florian 13 and a half euros
thirteen and a half year olds was it
worth it
I salute the man thing if you create a
great experience and your customers are
going to pay you commensurately for that
experience but you need to create a
great experience you need create an
amazing experience a remarkable
experience you need to create a
distinctive experience one of the things
that has happened since the publication
of our book is the entire movement
towards customer experience now one of
the things that most people mean when
they say customer experience they create
a Costas of customer experience most
people not everybody but most people
what do they mean they mean let's make
our interactions with customers nice and
easy and convenient a nice and easy and
convenient are all well and good but
their service characteristics they're
not the characteristics of a true
distinctive experience if you want to
create a true distinctive experience
often the province of a cxo the chief
experience officer then what you need to
do is not just make things nice I mean
nice is nice but nice rarely rises to
the level of memorable and a true
distinctive experience has to be
memorable creating that memory within
people and when we make things easy off
of what we do is and make them easy on
us we root nice things so we make the
same for everybody and that gets in the
way of making things personal
experiences are inherently personal
where do experiences actually happen
inside of us it's our reaction to the
events that are staged inside of us you
need to reach inside the people you do
engage them and make that experience
personal and then convenience
convenience is actually the antithesis
of what I am talking about convenience
means let's get in and out as quickly as
possible spend as little time with a
company as possible and I'm talking
about how do you get your customers to
value that time that they spend with
you write that's key with and experience
you think about it this way and every
one of these economic changes there's
always a gray line being put in there
the differentiates one from another and
the key one between services and
experiences is all about time it's about
time with the service what people are
looking for is time well saved in fact
people increasing what services as well
as goods come monetize so they spend
their hard-earned money and they're hard
to earn time on the experiences that
they want what experiences what you need
to do is you need to provide time
well-spent time well-spent that they
value the time that they spend with you
in the place that you have created now
it doesn't have to be a physical place
you can create an experience even over
the phone line as Zappos does where they
don't measure the average hold time the
reference at which is how measuring how
little time we spend with customer they
in fact every day celebrate the
representative today who got to spend
the most time with a customer over the
phone you know the record is 10 hours 43
minutes with one break that they
celebrate every day because they
recognize that's how you deliver
happiness and notice that what Tony
Hsieh at Zappos wants it is not just
deliver happiness to customers you want
to deliver happiness to employees as
well and that is key if you want your
employees to create to stage a great
experience for your customers that you
need to give them the wherewithal to be
able to do that and it starts in
recruiting and one company does that is
actually the United States Army which
created America's Army calm which is a
downloadable game you download this game
you go on a mission you succeed on it
well then the army lets you download the
second game now it's a multi-user game
now you're getting together with other
people as part of a troop and if you
succeed at that mission well then the
army would like to recruit you over 25%
of people now go into army first
experience dip at America's Army comm
and they cost one-tenth of normal
advertising and once you recruit you
need to train whirlpool has created the
appliance manufacturer has created the
real world program
in Michigan where they bought a house
modeled after MTV's real world program
where you take all these people you put
them in the house and you don't make it
let them leave and you fill them all the
interactions so here you have to stay in
this house during the 10-week program
they don't reimburse for any hotel
expenses you have to cook your own meals
in the house using whirlpool appliances
they don't reimburse for meal expenses
you have to do your own laundry in the
house using whirlpool appliances they
don't reimburse for any laundry expenses
and what they found is that when they
train people in this way creating a true
experience out of it that their
retention rate has skyrocketed over a
number of different years and now in
their 15th year with the real world
program so you recruited you trained
them then you need to create a holistic
experience one that really does give
your employees the wherewithal say
Molina Hospital for example in
California as as the theme of experience
sowing seeds of abundance it's about
sowing seeds of abundance that we want
to give our employees give them abundant
lives so from that abundance they can
create an abundant experience with the
patient's abundant experience with the
family members an abundant experience
for the entire community
they recognize how important experiences
are for their employees right that they
need to create time well-spent for
employees because if you don't do that
then what's going to happen your
employees as they're just going to have
time spent watching the clock that's the
difference now another basic principle
of the experience economy as understand
that when you stage experiences you are
now competing against the world you are
competing against the world for the time
the attention and the money of
individual customers and time is limited
we can only experience things 24 hours a
day seven days a week we have to fit
sleep in there sometime and if somebody
does capture my time where I'm spending
my time with some other company what am
I not doing I'm not spending that time
with you and the same way attention is
increasingly scarce today's media
fragmented world's hard to capture
people's attention with normal
advertising that but if I create
experience I get people to spend their
time with me what would I doing I'm
giving them my attention
what am I not doing is I'm not giving
that attention to you and the same way
money is consumable if I have a dollar
to spend I spent in some other company
in some of the geographic area in some
of their industry what can I do with
that dollar again I can't spend it with
you it's gone gee to understand a basic
principle of the experience economy is
that the experience is the marketing the
experience is the market the best way to
generate demand for your offerings with
an experience so engaging the customers
can't help but spend their time with you
give you their attention and then buy
your offering as a result so if you buy
a grand piano from steinlight it cost
over $100,000 don't be surprised if they
ask you if they can throw a concert in
your own home they ask you for the
friends and neighbors you like to invite
to that concert the night of the concert
they have valet parking outside they
serve wine and hors d'oeuvres inside and
then they hire a professional concert
pianist to play your own piano in your
own home and you know that's the best
that piano is ever going to sound it's
denied that concert and the gentleman
told us about this said that Stein we
did a wonderful job that pianist was
magnificent and after the concert two of
his friends bought pianos for their
homes and that's what I mean the
experience is the marketing and it works
for incredibly high involvement
expensive products it works for
incredibly low involvement and
inexpensive products such as Procter &
Gamble every year putting in Times
Square the Charmin restroom experience
where you go under that awning there you
go up these escalators they have brand
ambassadors that are singing the praises
of Charmin I mean literally singing the
praises of Charmin you wait in queue for
your time to use a restroom where they
have the ultimate restroom experience
they clean it after every use when
you're in there you have your toilet
paper menu you have six different
varieties of toilet papers you can use
when you're done you can sing and dance
with the Charmin mascot you can get your
picture taken on the world's largest
toilet and the first year they did that
they had over 200,000 people exposed
themselves if you pardon the expression
the Charmin toilet paper and sales went
up 14% 14% and you think about Apple I
can still remember when Steve Jobs back
in 2002 announced that Apple's getting
into retail and he got land faster than
the
press but he proved them wrong by
creating not just a store but an amazing
experience now obviously it's predicated
on great products if Apple didn't have
great products when the experience
wouldn't matter so much but you can
buying great products with great
experiences that's when magic can happen
and you see a not just with
manufacturers you can see it with
service companies as well ING Direct for
example came over the u.s. from the
Dutch marketplace with no name
recognition and no branches what they
did instead is they created cafes the
ING Direct cafe where you walk in there
and you get a very european-style Bistro
you order a cup of coffee maybe biscotti
from the financial baristas and that
barista then comes and engages you in
conversation about your financial needs
we're trying to get you to move your
savings account over an ING account to
refinance your mortgage with ing funds
and amazingly it works every time they
open up a new cafe it generates over 200
million dollars and new accounts for I
and G now ING Direct was actually bought
by cap watt and thanks to that and other
purchase is now the fifth largest bank
in the country now this is this is
actually a picture of my family when we
went to Ed opportune to go to Iceland
last year that's me and my wife there
and my daughter's Becca and Lizzie and
then Becca's husband Ryan and this
actually has nothing to do with what I'm
talking about them but my accountant
said if I showed it to you I'll be able
to write it off of my taxes
you
I also have the opportunity to take the
family to Vegas and Vegas of course is
the experience capital of the world
everything is about Vegas and experience
and they use marketing experiences to
generate demand even for their own
experiences such as a Bellagio with a
fountain show that draws people all over
Las Vegas so then they come and
experience Bellagio itself but again it
doesn't have to be done just physically
you can do this virtually as well every
one of these places is an experience hub
online just like Las Vegas is an
experience hub in the world it's why you
have companies like Blendtec that nobody
had ever heard of until the CEO Tom
Dixon started using YouTube to put on
all these videos about will it blend if
you've never seen one of these you need
to see one and and they had over they've
had hundreds of millions of views and
sales went up seven hundred percent and
obviously that is lightning in the
bottle you can't expect that to happen
in your business but that's what can
happen if you create great marking
experiences and whether you do that for
consumers whether you do that for
employees such as marketing recruiting
experiences in that or whether you do it
for business business customers like
Blendtec right you can trade marking
experiences that generate demand in fact
my favorite business to business company
that does this is case construction case
construction is created the tomahawk
experience center in the North Woods of
Wisconsin where they bring customers out
basically to play with the equipment
it's a big sandbox they have rodeos and
contests who can move the most amount
dirt in the shortest amount of time and
they did a study and found out a
customer goes up to a number to a
regular dealer of theirs they have
perhaps a 20% chance to get in their
business they bring much to tomahawk it
goes up to 80% from 20% to 80% because
the experience is the marketing so let
me simply close by saying that you can
stay in the illusory safety of past
practice and keep on doing the same
things you've always been doing well
then mark my words you will be
commoditized or you can shift up this
progression of economics
you to staging experiences for each one
of your individual customers and then
you'll be economically rewarded thank
you for your time this
[Applause]
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