Contents
1. The Experience-Centric Organization 3
What Is an Experience-Centric Organization and Why Is It Important? 3
Why Customer Experience Is King 5
Why This Is a Trajectory You Cannot Ignore 7
The Inevitable Endpoint of a Long Journey 7
The Power of Desirable Experiences 12
Experience-Centric Goes Far Beyond Customer-Centric 18
Experience Centricity Challenges Institutional Logics 18
Wait—Haven’t I Heard This Before?What’s New? Why Should I Read This Book? 19
Where Do I Look for Best Practices? 20
Keywords for Experiential Transformation 21
2. Five Steps to Becoming Experience-Centric 27
Both a Sprint and a Marathon 27
Stage 1: The Customer-Oriented Organization 28
Stage 2: The Journey-Oriented Organization 32
Stage 3: The Customer-Centric Organization 35
Stage 4: The Experience-Oriented Organization 38
Stage 5: The Experience-Centric Organization 40
3. The Structure of the Experience-Centric Organization: The Wheel of Experience Centricity 45
From a Linear to a Circular Mode: The Wheel of Experience Centricity 49
The Wheel: A Short Trip Around 50
Innovating Your Service Experience Using the Whole Wheel 66
4. The Core Behaviors of the Experience-Centric Organization 69
Both a Roadmap and a Benchmark 69
5. Organizing for Experience Centricity 89
Doing What You Love, and Loving What You Do 90
Who Owns the Customer Experience 91
Designing Organizational Logics 92
Creating Alignment and Empowerment Within the Organization: The Top-Up Approach 96
The Interaction-Out Approach: Working from the Experience Outward 96
Rotating Jobs to Develop Experiential Empathy 98
Infusion as Part of a Design Strategy 98
Mind the Gap: Using a Gap Analysis to Map Your Position 102
Measuring Progress: What Can’t Be Measured Can Be Managed 102
Prototyping the Organization 104
Integrating Design Thinking and Design Doing into Your Organization 104
6. Starting with the Experience 109
Moving from Function to Experience 109
So, How Do We Create Memorable Experiences? 121
Design for Experience, and Why You Cannot Design Experiences 125
7. Experiential Translation: From Experiential DNA to Customer Experience 139
Why Do You Need to Translate? 141
Moving from a Visual-Identity Brand to an Experiential Organization 142
Experience First: The Mantra of Experience Centricity 143
Creating an Experience Platform 145
8. Experience Fulfillment: Designing the Experiential Journey 161
The Whole Made from the Parts 161
Improving Your Touchpoints 164
Ways of Innovating Through Touchpoints 169
The Principle of Frequency, Sequence, and Importance 171
Tips and Techniques for Experience Fulfillment 172
Experience Prototyping: Fake It ’til You Break It 175
The Top Experience Design Principles 181
9. D4Me: Designing for Meaningful Experiences 191
Meaningful and Memorable Moments 191
Worshipping at the Temple of WE 197
You Just Couldn’t Make It Up. Or Could You… 198
Myths, Rituals, and Symbols 200
The Design for Meaningful Experiences Method 202
Conclusion/Reincorporation 209
Understanding Cultural Trends to Design for More Meaningful Service Experiences 211
Linking Experiential DNA and Culture 221