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The presentation held by Diana Graepel at the EUROPEAN CUSTOMER EXPERIENCE WORLD 2010 http://www.ecew.co.uk/
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THE BUTTERFLY effect Presented by Funky Business for ECEW 2010
“Everything is dependent on
everything else, everything is connected, nothing is separate.” Georges Ivanovitch Gurdjieff
Math & Music
Art, Science & Literature
All speak in symbols
Habit & Character
The Butterfly
Effect Small differences within complex systems may
produce large variations, hard to predict.
Ready to flap your wings…?
"Daring ideas are like chessmen moved
forward; they may be beaten, but they may start a winning game.”
Goethe
So how do we work around this
theory when it comes to customer
experience?
To what extent should a brand
consider the butterfly effect when
developing its strategy?
o Even if not of equivalent value, all
touch points make the overall
experience of a customer,
influencing the internal and
subjective response he/she has
towards your brand
o All company functions play a key
role in this experience: marketing,
service operations, product
development, information
technology, human resources,
accounting etc
All things are connected
Little things are magic simply because they
can make a huge difference at the end.
Little actions affect the whole experience.
How do we listen?
the company, the context, the consumer
• Increased level of customer awareness, shrewdness
• Consumers scepticism (even cynicism) towards classic marketing communications (the ‘monologue’ type)
• Increased activism of communities that start dominating brands
• Companies starting to lose ‘ownership’ of their own brands
• Stringent need of innovation and flexibility
• Current climate of financial and economic crisis
ENTERTAINMENT = EXPERIENCE = ENGAGEMENT
CASE STUDIES
DAVID GOLIATH
a few which
prove that is now
CASE STUDY #1: Horizon Realty vs. “Moldy” Tweet
On May 12, Amanda Bonnen, who was living in this Chicago apartment
block, sent this message on Twitter:
Small thing… One insignificant
customer not pleased with a company
service.
How could it possibly end up then with
this Chicago Reader statement:
“For its troubles, Horizon has been roundly proclaimed as the dumbest
company on earth… the reputational verdict is already in, and, Horizon, you lose.”
CASE STUDY #2: Ford Motor Company vs. TheRangerStation.com
The Ford Motor Company adopted a similar heavy-handed, old school approach, when
sending ‘cease and desist’ letters to its fans…
CASE STUDY #3: Burger King vs Caleb Kramer (aka TheBKLounge)
Or how BK became one of the 40 Best
brands on Twitter without having to lift
a finger.
CASE STUDY #3: Burger King vs Caleb Kramer (aka TheBKLounge)
Ryanair freaking out at blogger
and a funny one…
If you haven’t done it already, do change your mind frame from:
• "Consumers don’t know what they want until we tell them.”
• "Let's launch campaigns and literally bombard our target markets with messages.”
• "If we listen to our customers they'll tell us what they want. If we listen hard enough, we can create better products/services for them.”
• "Let's engage our customers via dialogue, personalized, relevant (and respectful) communications and (benefic) experiences.
Let’s invite them to actively participate with our brands via blogs, virals and other social media sites.”
to:
How do we respond?
The customer experience: THE 3R
‘3 is a magic number’
discovery experience
digital experience
live and communication experience
user experience
community experience
employee experience
http://www.fb.ro/newsletter/200807/the-party-500-post-event.html
Relevant
Right
Real
Pioneers in experiential marketing on the local scene
Key differentiators for our type of expertise :
• Combines all forms of expression of the 7 arts with an incredible number of other disciplines from the fields of design and science.
• Multi sensorial marketing (5 senses and more…)
• Engagement of the audience, facilitation of interactivity, feedback, customer expressions
• Addresses relevant communities of opinion leaders, selecting Brand ‘Ambassadors’
• Generates WOM, building emotional loyalty/advocacy.
• Implies real and virtual experiences complementing each other.
‘Experiential marketing will make – or break –
the brands of the future’
• Marketing as we now it jumped the shark in 2004. Mass media no longer serves - nor
holds - the interest of the enlightened and highly empowered consumer
• To succeed brands and businesses need to create genuine emotional connections
with the communities and networks they live in.
• It’s a discipline like ‘kinetic theater’ - with consumers participating in an ever fluid
performance, with the audience being an active and integral member of the
performance it self.
• Much like a good play it takes the audience to a branded place where the senses are
heightened and emotion overtakes reason.
Experience providers - Apple, Nike, Starbucks, American Apparel, Harley Davidson -
versus ‘older’ companies such as Coca Cola, Nokia, Microsoft - perceived as still
playing the brand game
‘Experiential marketing will make – or break –
the brands of the future’
• Is authentic. And this mobilizes the marketplace
• Is based on engaging people in memorable ways
• It empowers the individual consumer and unleashes the power of
grassroots evangelism
• It delivers relevant communication to consumers only where and
when they are most responsive to them
• It succeeds using all types of innovation to reach out to consumers
in creative and compelling ways
• It can achieve total suspension of disbelief, as a good movie can.
the ‘Experiential marketing’ expert
Masters the following 6 essential aptitudes:
1.Design
2.Story
3.Symphony
4.Empathy
5.Play
6.Meaning
‘aptitudes that make a ‘high concept’ and a ‘high touch’.
High concept = the capacity to detect
patterns and opportunities, to create artistic
and emotional beauty, to craft a satisfying
narrative, and to combine seemingly unrelated
ideas into something new.
High touch = the ability to empathize with
others, to understand the subtleties of human
interaction, to find joy in one self and to elicit in
others and to stretch beyond the quotidian in
pursuit of purpose and meaning.
Case
stu
dy
# 1
som
e lit
tle t
hin
gs a
re m
agic
http://www.fb.ro/newsletter/200807/the-party-500-post-event.html
outstanding design touches
people’s hearts and makes an
experience memorable
LG 2009 - ‘Design ‘falling in love’ with technology’ dealers conference
Case
stu
dy
#2
the ‘pure
eff
icie
ncy’ experi
ence
Client needs centric
Case
stu
dy
#3 a
lit
tle f
lavour
of
Pro
vence in t
ow
n
Key audiences researched
Bre
ak T
hro
ugh C
onventi
onal M
edia
To G
o A
bove
Sale
s Fo
recast
By
73%
www.facebook.com/Cat.costa.linistea
Case study # 4
When you think you are too small to
influence anything, remember the
butterfly effect.
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