More Than Skin Deep
| posted by Fast Company staffI have a huge problem with creating experiences for the sake of creating an experience. I also loathe the expression 'eatertainment'.
I think it waxes over and trivializes the need to not only design experiences, but create experience management systems to truly manage experience value ongoing.
A case in point is Krispy Kreme. I believe the company talks a good story about being experience-driven, but, I question the rigor and depth of understanding of the experiential value proposition. Yes, part (but only part) of the experience is the 'eatertainment'. The real value is in the unconscious emotional stuff that's underneath the 'intellectualization'. I feel that one critical part of their experiential value proposition centered on the principles of scarcity. It was part of the experience to only be able to purchase the doughnuts at the hallowed locations in in distinct parts of the country. But with expansion the experience of scarcity has not been managed well at all. In fact, the expansion made you feel there was Krispy Kreme apleanty. And I believe it's contributing to some of the problems they've suffered lately. Not soley responsible, but part of the problem.
In my book, I outline what I consider the poster child for mismanagement of the experiential value proposition--Howard Johnson Restaurants. Cool restaurant experiences come and go, it's those that have staying power that connect in a deep and distinctive way that keep customers coming back again and again.
One of the concepts that I've most recently experienced is one conceived by Darden Restaurants Seasons 52. The one prototype is in Orlando, Florida and they are about to open more. The restaurant and the myriad of clues imbedded in it connect with the deep emotional needs of diners. In fast food, I know that Taco Bell has some very interesting tests underway.
Often it isn't the obvious, over- the- top experience for the sake of experience that has the staying power. Novelty has short lived value. Understanding and fulfilling deep emotional needs has longevity. Durgin Park in Boston is a great example of longevity, yet it would be considered by many to be absolutely miserable customer service.
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Recent Comments | 3 Total
December 15, 2004 at 8:09pm
Donald E. L. JohnsonGary Adamson run an experience strategy seminar facility in Keystone, CO, and his primary market is health care.
When I first reviewed a book on experience management, The Experience Economy by B. Joseph Pine II and James H. Gilmore, I was rudely skeptical. My gut reaction was that this was another fad. And I felt that with most hospital stays being so short, it's not the experience that counts but the outcome of the treatment.
But over the last couple of years, I've changed my mind as I observed experiences in various health care and non health care settings. The Borders experience is quite different from the Barnes and Knoble experience. How one hospital OB department relates to patients can be quite different from the experience in a neighboring institution.
And restaurant experiences range from the scary dirty to the luxurious steak joint or dinner at the Brown Palace or Plaza.
More than anything, people affect the experience, and the people reflect the hiring strategies and skills of the organizations. You can go from the cold, white shirt all business personality of a company run by Ross Perot to the friendly informality of a health club where everyone greets you by name and loves your wife.
Politically, think of the Bush experience versus the Clinton, Bush, Reagan and Carter experiences. And before them, Nixon, LBJ and JFK. They all represented unique experiences for Americans and the world, and their successes and failures reflected those experiences.
And I'm writing this on an IMac G5, which offers such a great experience compared with my experiences with older Macs and Windows machines. The wide, bright screen, surrounded by a white frame, which is the computer. Next to me sits a black, dank laptop, also a Mac. Such an improved experience from one design to the next, with the old one being one of the best of its generation---back in 1999 and 2000.
So what do I want in a restaurant. Lunch, it's all about speed and a healthy menu, often to go so I can listen to Rush in the car. Breakfast, a quick, friendly diner with a bit table for my newspapers. Dinner, luxury, class, comfortable chairs, knowledgeable and friendly server and host with a quick check in by the chef and owner. Good food's assumed, but the presentation can disappoint or delight. I like delight.
December 16, 2004 at 10:10am
antwallaceDo you find that your expectation of an experience color the experience? I am constantly taking notice of the experience that is created in my interactions. Because of my awareness, I find that sometimes I become critical of nuances that are completely overlooked by my wife who by nature is unreflective of her experiences.
December 16, 2004 at 2:51pm
Donald E. L. JohnsonWhen I go to Lexus or Morton's I expect a good experience. When I go to Toyota or Ford dealerships, I don't give the experience much thought before I go, but I note the surroundings and remember them. When I go to a fast food restaurant, I expect clean facilities, good hygene, a smile and quick service, and I'm often disappointed.
When I go to a discussion board or blog that invites responses, I expect a dialogue. The bloggers here don't seem to be interested in dialogue.