A product or service can be turned into an experience by focusing on the transformation it brings to the customer. This involves understanding the customer's needs and desires and tailoring the product or service to meet these. It's not just about the product or service itself, but the way it is delivered and the impact it has on the customer. For example, a company like Rawlings, which manufactures baseballs, can transform their product into an experience by understanding that their customers are not just Major League players, but people who enjoy baseball and a good game of catch.
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By customizing each part of a customer experience, a product or service increases in value. Using key points from theater and stage, the book teaches...
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The Experience Economy isn't just about adding value; it's about transformation. The example of how the Rawlings company transformed baseball is a good way for readers to understand this game-changing concept. For a company that is the exclusive baseball manufacturer to the Major Leagues, the thought of improving upon a seemingly perfect product seems like a waste of time. But Rawlings realized that most of its customers aren't Major League players, they are people who enjoy baseball and a good game of catch.