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Passive “experience” is not what the experience economy is about:

Pine and his frequent writing partner, Jim Gilmore, penned “The Experience Economy” in the late 1990’s — the book from which much of the seminal thinking about customer experience comes.

Pine and Gilmore’s point was that active customization of an economic good produced another economic good of higher value. Thus a product was a commodity which had been customized and following that line of reasoning a service is a customized product and an experience is a customized service.

The pair’s conclusion was that vendors needed to consider actively staging experiences for customers but that proved to be too difficult and costly in many situations so a passive form of customer experience came to prominence. Today when we talk about the customer experience we usually refer to the after the fact assessment of whatever took place. We have substituted the value of a good customer experience, defined as one where the customer leaves a transaction without bad feelings, for a unique customer experience which was the original idea. – Denis Pombriant [emphasis mine]

April 2, 2008 | Filed Under CRM, Links and Quotes 

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