Experience in the case of Disney
Experience is an impression left with the customer as a result of receiving stimuli through his/her senses.
Customer experience is the sum of all experiences customer had with the provider of goods or services over the whole period of time.
In many cases, Experiences “make or break” a business. So, experiences are the most long-lasting things your company can give to customer!
Three types of clues in experience management: Humanic, Mechanic and Functional.
Clue
Emitted by
Interpretation
Functional
Good or service
Rational
Mechanic
Service environment
Emotional
Humanic
Service providers
Emotional
1. Functional clues concern the technical quality of the offering. These clues are the “what” of the experience, reflecting the reliability and functionality of the good or service. Anything that influences the customer’s perception of technical quality—by its presence or absence—is a functional clue.
For example, Disney artists transformed the concept into a visual story through a process called storyboarding; drawing hundreds of sketches depicting the plot’s various scenes. Some of the scenes used computer graphics to achieve level of realism never before attained in an animated film.
2. Mechanic clues come from inanimate objects and offer a physical representation of the intangible service. Building design, equipment, furnishings, displays, colors, textures, sounds, smells, lighting and other sensory clues visualize the service, communicating with customers without words.
For instance, Lion King’s adult themes – conspiracy, responsibility, survival of the fittest, male domination, female subservience, and death – appealed to a wide audience. As one psychologist explained: “The lion King is successful because it resonates with the real psychological themes of child development. It taps into childhood fears. It also taps into important themes of bravery and restitution.”
3. Humanic clues come from the behavior and appearance of
Customer experience is the sum of all experiences customer had with the provider of goods or services over the whole period of time.
In many cases, Experiences “make or break” a business. So, experiences are the most long-lasting things your company can give to customer!
Three types of clues in experience management: Humanic, Mechanic and Functional.
Clue
Emitted by
Interpretation
Functional
Good or service
Rational
Mechanic
Service environment
Emotional
Humanic
Service providers
Emotional
1. Functional clues concern the technical quality of the offering. These clues are the “what” of the experience, reflecting the reliability and functionality of the good or service. Anything that influences the customer’s perception of technical quality—by its presence or absence—is a functional clue.
For example, Disney artists transformed the concept into a visual story through a process called storyboarding; drawing hundreds of sketches depicting the plot’s various scenes. Some of the scenes used computer graphics to achieve level of realism never before attained in an animated film.
2. Mechanic clues come from inanimate objects and offer a physical representation of the intangible service. Building design, equipment, furnishings, displays, colors, textures, sounds, smells, lighting and other sensory clues visualize the service, communicating with customers without words.
For instance, Lion King’s adult themes – conspiracy, responsibility, survival of the fittest, male domination, female subservience, and death – appealed to a wide audience. As one psychologist explained: “The lion King is successful because it resonates with the real psychological themes of child development. It taps into childhood fears. It also taps into important themes of bravery and restitution.”
3. Humanic clues come from the behavior and appearance of