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The Event Experience
Transcript of The Event Experience
Different Meanings of Experience
5 Segments of Experience
1. Stages of the Experience
2. Actual Experience
3. Needs being addressed through Experience
4. Role of the Participant and other people involved
5. Role and Relation with the Provider
Pine and Gilmore's Progression of Value
- Agricultural Economy
- Raw Product
- Product at it's cheapest
- Industrial Economy
- Packaged to be transported
- Ready to be bought in shops
Packaged Coffee Beans
- Service Economy
- Finished product without the experience
- Any restaurant, cafe, shop, bar selling coffee
- Experience Economy
- Setting and surroundings
- More expense, more customer satisfaction
Pine talking about Progression of Value
Model of the Planned Event Experience
What is Service Quality?
Events and Design Experience
4 Realms of Experience
by Bella Horlick, Holly Cruz, Daisie Hek and Hannah Aldis
Welcome to the Starbucks Experience
What is your current level of satisfaction?
Why is the experience different to the people on the other side of the room?
Pine and Gilmore (1999)
- Feelings about the Event
- Post-Event Assessment of Meaning
- Accumulation of Knowledge or Skill
- Direct Observation/Stream of Consciousness
- Direct Participation
- Undergo a Change
"If we cannot clearly articulate what the Event Experience is, then how can it be planned or designed? If we do not understand what it means to people, then how can it be important?"
- Falassi's Valorization Concept
- Seeking-Escaping Theory
Needs, Motivations, Expectations of the Starbucks Characters.
Why did you feel the need to come to Starbucks and enter in to the 'Special Place'?
Jackie Daniels, 38
A mother keeping her son happy with a hot chocolate and cake on the dreaded school shoe shopping trip
George Davidson, 68
A grumpy old man with a very large newspaper drinking a coffee that’s “far too expensive”
Sharon Williamson, 42
A busy PA grabbing coffee for the office board meeting
Lauren Bailey, 21
A staff member of Starbucks getting her free coffee at the end of her shift
James Pond, 20
A struggling uni student needing coffee to get him through his assignment
Megan Green, 13
A young girl meeting a group of friends for a hot chocolate
Jenny Graham, 34
A mother of three on the way home from the school run, meeting her friends for a morning coffee
Simon Blackburn, 37
A London Executive Businessman working at Canary Wharf, grabbing a coffee before getting on the train to work
(O'Sullivan and Spangler, 1999)
Create an Event Experience
"When the offering becomes more intangible, the value becomes more tangible."
(Pine and Gilmore, 1999)
- BASAL EXPERIENCE
- MEMORABLE EXPERIENCE
- TRANSFORMING EXPERIENCE
Different Types of Memory Experience:
What, in your opinion, are the 3 most important service dimensions?
"A place where parents and children can have fun together" Walt Disney
Haunted Mansion - Interactive Queue
What do Disney do to make your visit memorable?
"You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality."
Seven Disney Service Guidelines:
1. Make eye contact
2.Greet and welcome every guest
3. Seek out guest contact
4. Provide immediate service recovery
5.Always display appropriate body language
6. Create dreams and preserve the “magical guest experience
7.Thank each and every guest
Be our Guest
Customers are referred to as Guests
Employees are referred to as Cast Members
What do Disney do to make you experience memorable?
The Disney Experience
Ten Dimensions of Service Quality
Access and Welcome
The degree and direction of the discrepancy between consumers perceptions and expectation
Elements within the experience itself
Interaction between participants and experience
Range of outcome due to participation
The Starbucks Experience
1. Wanting a coffee?
2. The shop fitting
3. Good service?
4. Name on Cup
5. STAFF- Quick service
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