The art of moving people Raising the bar of Customer Experience (Inspired by Disney)

Rob van Vlokhoven Twitter; @robvanvlokhoven

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Product variety has not necessarily resulted in better consumer experiences

Also business has grown hopelessly out of touch with the people it should be serving

That’s why we are experiencing a commodity-trap

While we are constantly looking for inspiration and new experiences to help us to position ourselves

And to realize our dreams!

So… In order to stay competitive organisations have to reinvent themselves as EXPERIENCE innovating BRANDS, oriented to meaningful value co-creation in an evoking mode

A theoretical framework;

Don’t worry nice pictures will follow!!

Co-creation of Value

New frame of reference for value-creation

Prahalad and Ramaswamy (Future of Competition)

Experience co-creation

Raswamy (Creating value through Customer Experiences)

Progression of economic value

Pine and Gilmore (The experience economy)

In this paradigm the firm and consumer co-create value at different points of interaction

Value configuration space

Vargo (Toward a transcending conceptualization of relationship)

Encounter process

Storbacka and Suvi (Customer relationships and the heterogeneity of firm performance)

Co-creative interactions

Ramaswamy (Creating value through Customer Experiences)

Key findings

New competitive advantage is all about value co-creation Interaction is at the heart of value co-creation Every event/ experience is a trigger for interaction Remarkable interactions build relationships Experiences become the means to guide personal and business transformations Quality depends on the infrastructure for interaction

A change in value creating logic

Value in Context

Vargo and Lusch (Service Dominant Logic)

Migrating to co-creation experiences

Prahalad and Ramaswamy (Co-creating unique value with customers)

Design thinking

Boland and Collopy (Design matters for management)

Co-created experiences are all about contextual relationships, individual involvement and personal meaning

The brand as stimulus for co-creation

Brand = Badge

Smith (Managing the customer experience)

Badge = The way a brand is built inside the

minds of people

Brand = Experience

Ramaswamy and Prahalad (Future of competition)

Experience = A set of all events in a narrative

Hans Bouwknegt

Like a story brands evolve through experiences

Brand = Identity

Hatch and Schultz (Elements of a corporate brand)

Identity = Knowing who you are

Morel and Van Gils (Identitymarketing)

Brand = Promise

Roscam Abbing (Brand driven innovation)

Brand promise = The value you commit to co-create with your customers

Brand = Relationship

&Samhoud (Organizational Relationships in a Value profit chain)

Relationship = Role of the moment (Contextual)

Black swan

Relationships are about… PEOPLE PEOPLE PEOPLE

So… What relationship would the world miss if your company didn’t exist?

Discover your Core Ideology

Collins and Porras (Building your company’s vision)

By the way…You CANNOT fulfil a purpose

Requirements of a brand promise

Orientation Animation Authentic Simple

Based on Cummings and Wilson & Pine and Gilmore

This way a brand promise becomes a meaningful and evoking design theme

A brand sets in motion a process of change

Now before continuing… Do you fully understand the type of business you are in?

Do you really??

Promise delivery

Brand behaviour is manifested in its touchpoints

Mark Churchman – Senior global creative director Philips

Consumers preferences and motivations are far less influenced by the functional attributes of products and services than the subconscious sensory and emotional elements derived by the total experience

Gerald Zaltman

Being an experience innovating brand therefore requires an holistic approach

Attention to the Customer Journey

Marc Stickdorn and Jakob Schneider (Service Design Thinking)

Context Mapping

Innovation is served – Dutch ministry of economic affairs

Experience Mapping

Starbucks Experience Map by Eric Berkman

And Experience Design

Lego via Bruce Temkin

The point is to deliver a deliberate customer experience consistently

Naïeve to Natural Model

(Beyond Philosophy)

Remember to keep your experience innovations in sync with your brand promise

Delighting your customers with your experience innovations will boost your business

The service profit chain

Heskett, Jones, Loveman, Sasser and Schlesinger

(Putting the service-profit chain to work)

The service profit chain (a different view)

Chip Conley – Joie de Vivre

Yet most of all… successful experience innovation is a leadership issue

“It is kind of fun to do the impossible”

Walt Disney

Steve Jobs

“You don’t learn to walk by following rules” – Richard Branson

“Delivering Happiness” – Tony Hsieh

Therefore it is a leader’s challenge to push managers from their zone of comfort to a zone of opportunity

And to stimulate internal and external connectivity-concepts

Connection = The stimulus you provide + the

response provided by the listener

Iain Carruthers (How to move minds and influence people)

This requires attention to the art of storytelling

Kirby Ferguson – Everything is a Remix

And gamification

Jesse Schell – TED Beyond Facebook

Key findings

If quality depends on the infrastructure for interaction, then companies need to focus on experience platforms where they can co-create value through transformative dialogue To start interacting a trigger is needed, so in order to build relationships companies need to know what value they want to co-create with their stakeholders Now with co-creation being found at multiple points of interaction it is our challenge to come up with new connectivity-concepts which are in line with our brands

A Business Case; WALT DISNEY WORLD

!

A start of a Magical journey

The Disney Brand

Disney on Branding

Having a brand means having a clear proposition in the market, so that people know where you stand for. That identity can make you stand out in markets that are increasingly cluttered as companies around the globe compete for the same customer base. You need to have people who know who you are and that is having a brand. Part and parcel to that is having customer relationships. Having people who come to your brand and who you go back to because you know them and they know you. Sustaining building those customer relationships overtime can give you a huge competitive advantage.

Matt Ryan - Senior Vice President Brand Management Disney

Vision statement

Walt Disney World will always be dedicated to making dreams come true. In this magical world, fantasy is real and reality is fantastic. A wonderful sense of community awaits where all are greeted as welcome guests who become cherished friends. For all who work and play here, Walt Disney World will be a source of joy and inspiration.

Essence statement

Walt Disney World is a magical passage into a world of fantasy and adventure. Here we can wish upon a star, experience the impossible and bring our dreams to life. Together, treasured friends discover a wonderland that dazzles, delights, and renews through all the seasons of a lifetime.

Mission statement

Our mission is to honour our heritage and continually reinvent Walt Disney World. “Disneyland will never be complete. It will continue to grow as long as there is imagination left in this world”

Walt Disney

Brand Values

Honesty We deal with each other in a sincere and straightforward manner

Integrity We act in a manner consistent with words and beliefs

Respect We treat others with care and consideration

Courage We pursue our beliefs and perseverance

Openness We share information freely

Diversity We respect, appreciate and value everyone (R.A.V.E.)

Balance We strive for stability and vitality in our lives

“When values are clear decisions are easy”

Roy Disney

Disney’s brand promise; Creating happiness

!

Brandpromise = Creating Happiness

Remember; You CANNOT fulfill a purpose

You cannot create happiness, but you can create the circumstances in which happiness can occur

Chip Conley (Joie de Vivre)

At Walt Disney World happiness is found in personal transformations

!

Transformations have always been at the core of Disney’s purpose

!

Cinderella http://www.youtube.com/watch?v=xFKN_dz8YBE

Pinocchio http://www.youtube.com/watch?v=tefyCG5Yftk

The Little Mermaid http://www.youtube.com/watch?v=2BZp2dxpwF8

Princess and the frog http://www.youtube.com/watch?v=10Phb-uDdx8

Beauty and the Beast http://www.youtube.com/watch?v=ms05La1pDIU

How does Disney know that an experience innovation is in line with their Brand?

Disney Brandweb

Via Tom Wolbers (Senior Vice President Disney Cruise Lines)

Disney Brandweb

7 Dimensions 21 Questions Minimum score of 17

Experience; Is our experience innovation unique? 1. Is our innovation an immersive experience which

relates to all senses? 2. Does our experience innovation bring joy to families? 3. Is our experience innovation a Disney creation?

Key learning element; A deep emphasis on STORYTELLING

Promise Delivery

Disney’s business model; Great leadership -> Cast excellence -> Guest satisfaction -> Business results

Disney’s business model; People -> People -> People -> Business results

Three delivery systems

People Setting Processes of interaction

People

Traditions will transform daily routines into daily rituals

Growing a service culture

Cast the right people

Train them right

Define behaviour in terms of how you want to interact with your guests

Learn from them (You said – We Listened)

Provide them with the right information (Tell-A-Cast)

Reward the right brand behaviour

Help them to start interacting

Realize that every role is a starring role

Put them in your guest’s shoes

Three delivery systems

People Setting Processes of interaction

A gateway to…

Another world!

Design high touch areas – Turtle Talk with Crush

Interactive queue at The Haunted Mansion

Character meetings

Design high show areas

Hidden Mickey’s – It’s in the details

Bring characters to life - Animatronics

Design high tech areas - Utilidor

Command and control centre

Embrace virtual reality

And other Mobile opportunities

Such as Gamification with Gowalla

Three delivery systems

People Setting Processes of interaction

Disney Magic is found within interaction

Cast – Guest interaction

Character – Guest interaction

Setting – Guest interaction

Guest - Guest interaction

Family interaction

Community interaction – Fans

Community interaction – Moms

Community interaction – Families

Community interaction – Voluntears

Magical Moments can happen anytime, anywhere! (Contextual)

Some of them are cleverly designed

Magical Moment; Guest of the day programs

Magical Moment; Honorary roles in shows

Magical Moment; Honorary roles in attractions

Magical Moment; Honorary badges, buttons and certificates

Magical Moment; Hands-on activities unique to the location

Magical Moment; Special games and activities for children

Yet most of them happen because Castmembers know how to listen and know how to use their creativity to exceed your expectations! (take 5’s)

Rescue of Chilean Miners

A celebration of Life

Magical Moment; Riding Cinderella’s horse

Celebrating a Birthday

Celebrating a First visit

A big fan of Tinkerbell

Instant Guest Assistance

And immediate service recovery

Newly weds

Have a magical day Maggie

What time does the 3:00 o’clock parade start is NOT a question about time

Every character has a story to share

Imagine you were Matt, Allan or Danielle… What would you say to Maggie or the big Tinkerbell fan?

Promise Delivery An extended view

Themes and events help to continuously reinforce the Disney Brand

Mickey’s not so scary Halloween party

Mickey’s very merry Christmas party

Cheerleading and Dance Worlds Championship

Walt Disney World Marathon

As do new rides, shows, updates and new technical innovations

New ride - Ariel’s adventure

New show/ parade - Soundsational

An old ride

A new movie

An updated ride

Extended Experiences - Transformational

Extended Experiences - Memorable

Technical Innovation 1.0 - Fountainshow

Technical Innovation 2.0 - Fountainshow

Technical Innovation 3.0 - Fountainshow

Conclusion; A branded customer experience started with Disney

And ever since all of Disney’s innovations and aspects of design are there to support human interaction

What’s your focus?

Till next time!

The art of moving people Raising the bar of Customer Experience (Inspired by Disney)

Rob van Vlokhoven Twitter; @robvanvlokhoven