When I hear how some people talk about customer experience (CustExp) or user experience (UX) I get a bit frustrated. Why, because most are speaking about good customer service or a good interface design and not really about an experience that provides an economic value worth paying more for the experience. No what they are really saying is we offer an expected customer service like everyone else. A service that is not measured how well a customer is involved with your offering, rather how efficient you provided it on a consistent basis.
Customer experience has become a replacement buzzword for good customer service without too much sacrifice for the customer or the provider while still keep within budgeted limits. Even some of the books written by so-called customer experience experts are usually no more than satisfaction program authors or worse yet, neglect the point-of-view from the eyes of the customer, rather what they believe to be good for the customer.
Okay, so I am a bit touchy on the subject, so much so that I put the whole book thing to the test by asking myself, of all these authors which ones have had the longest run in print and in person about their unique perspective on experiences. And when I mean unique, I mean that they were the originators and not the adaptors of a given concept. After a few dozen book purchases from the half-price and used book stores I found many were alterations of each other and finding which author came first is like answering the age-old question; chicken or the egg. Only genetics can tell.
There were a few books out there that I didn’t find on the used book shelves, mostly because of limited run or out of print. One however stood out, a book written by two gentlemen with various backgrounds ranging from Logic, Physics and Economics. Both having a strong background in multiple fields of science. Science! not marketing or sales, but science. What’s most impressive is the reason its hard to find their book on the used bookshelves is because it’s still in print and has recently been updated after 10 years. No other author or authors I could find have done this. Maybe you can find a few.
B. Joseph Pine II and James H. Gilmore wrote their original book, not white-paper publication, on the subject of the Experience Economy (note: not just the customer experience) in 1999 and then translated in 18 languages that I can find. Then in 2010, it was updated to show changes and the widening growth of the Experience Economy. Through their research and writing identify the economic impact and value and not merely state customer interfaces or service programs.
I was so impressed by their books I began attending their special conferences around their books. Not your typical conferences I grant you, these were “Experiences” all to themselves. the best way to prove your findings and ideas. Good customer experience is expected by customers, staging a true experience delivers on the unexpected and creates memories. Many reports have proven that customers value memories more than goods and those companies boasting good or great customer experiences are all goods or service providers and not truly experience stagers. That is the difference.
To put an exclamation mark on my post, I attended the “Experience Economy Certification” course. A five-day deep dive into the Experience Economy as an economic era and to learn and understand the techniques that companies can use to create experiences worth paying for and not just selling goods or services.
As of this post, I am proud to be of a part of a selected few now honored to be an Experience Economy Experts and not a Customer Experience Specialist.