Lou Carbone of Experience Engineering Spoke at MIMA Last Night. I was blown away…

January 19, 2008 in wholistic marketing | No comments

Wow. Lou Carbone of Experience Engineering was amazing. I learned more about wholistic marketing in his 45 minute presentation than I’ve learned since I started in this business. I’m not even going to blab. I’m just going to type in some of my notes and share a bit of his wisdom (hope you don’t mind Lou):

It’s not about how your customer feels about your business. it’s about how they feel about them selves when they interact with your business, your products or your services.
Rather than getting into a price war and trying to cut every bit of cost to extract value, increase the value of what you do and you can raise your prices. (Lou cited FedEx as an example)
FedEx is not in the business of moving packages. FedEx is in the business of Peace Of Mind.
Move your business from the industrial revolution thinking of “make & sell” to the customer service thinking of “sense & respond”.
He mentioned a great quote quote but I don’t remember who he cited: (Making a profit is not the purpose of business.)”The purpose of business is to create value for customers and the reward is profit.”
If you’re business is struggling because people are getting a bad experience and you run a promotion that brings in a whole bunch of new people and they get the same bad experience that drove away all your other customers, all you do is put yourself out of business faster. (He cited Howard Johnsons for those of us old enough to remember Howard Johnsons restaurants and motor lodges)
He cited Disney’s Experience Management System and how it created a wholistic experience based as much on anticipating people’s feelings and reactions as it was on “creating an entertainment product”.