Experience Manifesto

Experience WalkAbout

Over the years, I have developed several unique learning experiences that take place out of the traditional meeting rooms. One of my most popular sessions has been the Experience WalkAbout, using the streets and stores of the city to create learning sessions.

These smaller group experiences are designed to enhance the learning opportunities by allowing participants to see how experiences are delivered in physical environments (additional modules looking at online experiences can be developed as well). During these sessions, participants use an experience report card to rate the experiences on a variety of learning areas. In the past, they have included:

• The physical space. Does the space deliver on the brand messaging and promise?
• Guest/staff interaction. Is it forced? Am I able to get the information I need? Is it sufficiently staffed?
• Personalization. Is there anything about the experience that gets customized for me? Are there areas that should be personalized?
• Tech enablement. Would tech be a useful addition to the experience or a distraction? Is the tech in the space used to create a better experience or simply to save costs?
• Total over all experience. Did they deliver across all touchpoints? Would I come back? Did the experience speak to me?

These full day sessions include:

• A pre-tour briefing to discuss the overall objectives
• The tour itself. We usually visit 6 – 10 locations before lunch, take a lunch break and continue after lunch.
• A tour debrief. What were their observations? Most importantly, how can they relate the learnings from the tours into what they do? The debrief is done as an interactive whiteboard session so that actionable steps can be created giving immediate opportunities to be key learnings into practice.

I'll work with you to determine the key learnings from the walking tours and picks location based on the desired outcome. Prep days are used to do a pre-walk and make sure that the sites selected work from both a timing and learning point of view and multiple day sessions are available. One tour host is needed for each 20 people taking the tour.

I can do these WalkAbouts in any city, although I may need additional time to set the tour up if it's a city I haven't been to before. Please email me for additional information and pricing.

When a Company Really Stands By Its Products

I do a fair amount of shopping at Duluth Trading Company and always enjoy their products. In fact, I just got an order of their jeans today and, their Buck Naked underwear was featured in Business Insider today.

But, like all companies, sometimes something goes wrong. So, a while back, I ordered some new versions of pants that I have been wearing for some time. I didn't check size or anything, they're pants I usually live in, so I know how they fit. Took them to the tailors and had them hemmed and I was all set to wear them when they came back.

To my surprise, these pants didn't fit me at all. They were the exact same size as my previous pairs and I wear them weekly, so I knew I still fit in them. But something was wrong. Reading through the comments, it seems that a few people complained that they seemed to be cut tighter than the previous versions. Normally, I would just return them, but I had already had them hemmed, so I figured I was out of luck.

I reached out to Duluth to see what my options were, if any. I told them very clearly that I had already taken them in to get hemmed, so I wasn't actually expecting much. To my surprise, here's how they responded:

Here at Duluth Trading, we offer a "No Bull" Guarantee – if you are not 100% satisfied with any item you purchase from Duluth Trading, return it to us at any time for a refund of its purchase price - even if you have had them altered.

That's a company that stands behind it's products. It's not a 10 day return policy, or a 30 day return policy. It's not a "merchandise must be in its original condition" return policy. It's use it, don't like it, return it policy. Now, for these policies to work, both companies and customers have to work together. Companies can only offer policies like this when the great majority of their customers respect it. And that mutual respect is what makes great, retail relationships.

BTW, here are other retailers that also have excellent return policies. It's so much better to spend your money with companies who deliver great experiences!

East Millcreek Eyewear - Salt Lake City, UT- About EME

Last fall, I finally got around to updating my prescription and needed to get some new glasses. I really loved the Kawasaki frames I had, rimless glasses with the kind of old-fashioned temples that went around my ears. Unfortunately, they were a few years old and I had a tough time finding replacements. Well, replacements that were affordable. Plus, I had these frames that I loved and they were rimless, so I thought that it would've been easy to use them again. But Lenscrafter, where I bought them originally, didn't sell these frames any more, so I started to look for new frames. I hated the entire process and really had a hard time finding rimless, round glasses -- apparently I'm very out of fashion when it comes to my glasses.

I found a Cohen's Fashion Optical at the Garden State Plaza and not only did they still sell the frames I liked, but they would use the frames I already had. Not only that, they had them done in about 2 days and that was over Thanksgiving.

All was well until a few weeks ago when I somehow broke one of the temples. I was able to hold them together for a while, then got a temporary fix and then kind of glued them together.

But then I found East Millcreek Eyewear online and they charged much less then anyone in the NY area. So I decided to order 2 and have a spare for future disasters. Jodie McAllister was absolutely fabulous to deal with. She was prompt, attentive and handled everything just right. Since I am leaving for Scotland this weekend, she sent them priority mail to make sure I had them in time. When I got the package today, there was a very nice, handwritten note and some extra screws in case I need them.

I wished that I lived in Salt Lake and could thank her in person, but if you're in need of glasses at excellent prices, I would give Jodie a call. I'm bummed that she didn't send some freshly baked cookies, but if I'm in Salt Lake, I will make sure to stop by in person and have some of those cookies there!

I was ten years old when I was introduced to the Optical world. It was then, 1965, that I had my first eye exam, and first pair of glasses. At that time I didn't know I would be so passionate about eyewear that I would choose it for my career. In fact, I hated those glasses. I never put on another pair until the age of eighteen, when I found myself applying for a job as an optician in Chicago. Since then, I have been in some facet of the Optical field from Washington D.C. to California. In 1984, I moved back to my birthplace, in Utah, and since then have worked for all three O's and a wholesale lens lab.

It has always been my dream to open my own Optical Shop. In December, 2006, it happened! East Millcreek Eyewear was born! With over 30 years of experience, I have developed a feel for what the fashion forward person is looking for. I would like to personally welcome you to EME, where we have "Fashion for Your Face".

Let me show you what I have learned throughout the years over a freshly baked cookie.

~Jodie McAllister

East Millcreek Eyewear - Salt Lake City, UT- About EME.

Extending the Experience Continuum

Almost forgot about these pictures, but they're a great example of extending the brand experience. We had dinner at Bahama Breeze a few weeks back and at the end of the meal, we took leftovers home. When our waitress brought them back to the table, this is what they looked like. How many times have you brought leftovers home, but them in the fridge and then couldn't remember what was in the package. But with these, we not only knew what was in there, but when we got them too. Simple, fast a great example of a post-experience connection. We've always enjoyed our meals there, this was just a very simple bit of icing on the cake. One thing I wished they'd change -- I couldn't find a way to turn off the sound on their web site. Liked the music, fit with the brand, but just wanted to turn it off.

Tropicana Commercial: Arctic Sun - Brighter mornings for brighter days

My buddy Dave Peters over at Event Mall provided the sun for this Tropicana commercial, although he decided not to go himself. Something about living in Orlando and not wanting to be cold. If you're looking for event ideas, Dave is your go-to guy!

Coke Happiness Machine

I'm a little late getting this posted, but Coke certainly had fun creating this Happiness Machine. Nice example of a brand bringing their message to live.

The Fun Theory

Catching up on my reading today and came across this on EXP. I was actually pretty surprised to see it was sponsored by VW, especially given the clear lack of branding at the actual location. Here's how they describe the Fun Theory on their site:

This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better.

Coming from my theme park and children's theater experience, I'm a huge fan of making standard tasks more fun. Years ago when I lived in NYC, I thought that a company like Tide or Cheer should make a deal to paint (in their colors, of course) apartment laundry rooms to make doing laundry more fun. I still think it's a good idea.

And so I love what VW is doing here and think brands, especially retail brands, should take the hint. I'll do some writing about my experiences out at the stores over the holidays, but one thing I can tell you is that it's usually not that much fun. We don't have time to engage with brands that aren't fun unless you're the only one selling that product. And that's a pretty rare thing today.

I've written about my first job as a parade performer before:

So, take a look at the experiences you're delivering right now and ask yourself this. 25 years from now, will one of your employees see something that brings back those memories and feel elated and excited knowing that they were part of it? Or will they be thinking I can't believe I used to do that. What a waste. We spend so much time trying to figure out how to create great experiences for our guests, but many times we don't even think about the employees. And if they're not feeling the elated and excited first, your guests never will!

Volkswagen has dome some cool things in the past (I've been to their hotel in Denmark) and I like what they're doing here too. When are they going to bring this kind of fun to the States?

You can see more examples at The Fun Theory.

Some Lessons from My First Job.

HOTEL FOX: The world's most exciting and creative lifestyle hotel.

The Great Good Places.

Invisible Homeless

Euro RSCG Duesseldorf put together this experience for the 2008 holiday season that's pretty powerful. Don't know why I never saw it until a few days ago, but hey, better late then never, eh?