Experience-based Communication

by Ornbo, Jens; Sneppen, Claus; Wurtz, Peter F.

• ISBN13: 9783540787112
• ISBN10: 3540787119
• Format: Hardcover
• Copyright: 2008-09-03
• Publisher: Springer Verlag

Summary

Experience-based Communication is a powerful tool. Companies can use it to bring their values to life and to make their messages accessible and credible. By communicating in a way that can be both sensed and felt, companies can increase their influence on internal and external stakeholders - and existing and potential customers.This book teaches you how to architect the way your company is experienced at every real-life touchpoint. How to use physical meetings and locations to create an affinity with a given market segment. And how to engage your audience mentally, physically and socially in order to transform them into loyal customers and willing ambassadors.If you want to get closer to your target groups, you will find no greater source of inspiration than the methods presented in this book." Experience-based Communication fills a much-neglected hole of knowledge in the Experience Economy, simultaneously making the point that proper staging and drama can make experiences more, not less, authentic. As the authors make clear, the Experience Medium IS the communicated message. This book is a very valuable addition to the pantheon of the Experience Economy."B. Joseph Pine II and James H. Gilmore, co-authors, The Experience Economy and Authenticity: What Consumers Really Want"I normally dislike business books, and books on communication are often the worst. This book, however, has real personality and is an experience in itself to read. Would that Chief Executives of today's organisations, with their wretched, dismembered, irritating, time-consuming, soul-destroying 'We value your call' systems would spare some of their time to read this book, all our lives would be enriched as a result. It is worth remembering that there are only 100 cents in a Euro, so cost cutting is finite, whereas creating value for customers is infinite and is limited only by our own creativity and imagination. Buy this book. Enjoy it."Malcolm McDonald, Emeritus Professor at the Cranfield University School of Management"The book, Experience-Based Communication, highlights some of the most important issues regarding the embodiment of cultural artefacts and manifestos. The architectural utterance is itself experience-based. Setting the stage for human interaction it adds to both history and social behaviour. Read the book. It is an inspirational source to everyone engaged with experience-based communication!"Mette Kynne Frandsen, CEO and Architect MAA at HENNINGLARSENARCHITECTS"This book is a must-read for marketers seeking to find alternative ways to engage their target audiences in a deeper dialogue in order to build customer loyalty. In a world where the "new influencers" preside over the all important word-of-mouth, brands need to be able to offer enduring and valuable experiences that are capable of transforming ordinary customers into willing ambassadors. Charting a company's experience architecture offers the ability to gauge where they stand and score in their consumers' hearts, minds and most importantly, lives"Joseph Jaffe, President and Chief Interruptor, crayon and author of "Join the Conversation"

Author Biography

Jens Ornbo (born 1963) - As CEO and co-founder of the 3rdDimension consultancy group, Jens Ornbo has a wealth of experience advising professionals how to explore the full potential of the Experience Economy. Jens has advised companies and organizations for many years and has helped in the launch of new concepts and enterprises in many countries. As well as managing 3rdDimension, Jens teaches at further education institutes and is a popular guest speaker. Claus Sneppen (born 1964) - Claus Sneppen has a Master's degree in Business and Communication and is an officer in the Danish Army. Claus has been working with Experience Communication both in Denmark and abroad since 1990. As co-founder and partner in the 3rdDimension consultancy group, Claus spends his time teaching companies and organizations how to master the art of Experience Architecture and Experience-based Communication. Peter Franklin W++rtz (born 1974) - Peter W++rtz has a Master's degree in Design and Communication Management and years of experience working with the Experience Economy. As a partner and consultant in 3rdDimension Experience Architects, Peter focuses on developing Experience concepts and advising customers on how to utilize Experience Architecture. Peter also teaches at several further education institutes in Denmark.

Table of Contents

Introduction	p. 1
Experience-Based Communication	p. 5
Time and Experiences	p. 35
Individuals and Experiences	p. 85
Companies and Experiences	p. 125
Networks and Experiences	p. 191
The Experience Medium	p. 209
Experience Architecture in Real Life	p. 255
Epilogue	p. 271
Notes	p. 275
About the Authors	p. 279
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