Consumer Behavior, Product Management, Industrial Design - General & Miscellaneous, Design - Industrial
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Overview
"Diana LaSalle and Terry A. Britton take businesses from concept to practice, offering a tactical guide to creating value-adding experiences around any product or service - whether the offering is candles or computers, catering services or consulting advice." "The authors argue that most managers remain stuck in a "features and benefits" mentality that zeroes in on what a product does. That focus needs to shift, they say, to what a product or service offers and how it affects customers' lives. LaSalle and Britton provide a hands-on model for understanding the relationship between value and experience, and then show how companies can leverage that knowledge to transform ordinary products and services into experiences that customers consider extraordinary - even priceless." Drawing from extensive research and the stories of experience pioneers, the authors introduce new systems - the "Experience Engagement Process" and the "Experience Event Matrix" - businesses can use to: evaluate the entire consumption experience through the customers' eyes; better understand what various customer groups value and why; identify areas where new dimensions of value can be added to an offering; eliminate customer sacrifice and increase rewards at every stage of the process; align products, service, and environment to deliver a complete value experience; and translate experience creation into bottom-line profits.Synopsis
Referencing the widely-viewed MasterCard commercials in their title, business consultants LaSalle and Britton argue that marketing success lies in creating "experience" value in the consumption of products. Frequently citing real-world examples of dos and don'ts in experience creation, they present a five-step model for marketing success. Annotation ©2003 Book News, Inc., Portland, OR
Book Details
Published
November 1, 2002
Publisher
Harvard Business Press
Pages
240
Format
Hardcover
ISBN
9781578517466