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"
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