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Internationally acclaimed author and Customer Experience wizard, Joe Pine, joined us on the Engati CX Show. We spoke about mass personalization and mass customization to create tailor-made experiences for individual customers.
Joe is the co-founder of Strategic Horizons LLP and Co-author of The Experience Economy.
He’s an internationally acclaimed author, speaker, and a management advisor to Fortune 500 companies and entrepreneurial start-ups alike.
In 1999, Joe, along with James H. Gilmore, wrote the best-selling book The Experience Economy: Work is a Theatre & Every Business a Stage,
The book demonstrates how goods and services are no longer enough; what companies must offer today are experiences – memorable events that engage each customer in an inherently personal way.
Interview with Joe Pine
This section will contain a quick summary of our interview with Joe. But, if you'd rather listen to the entire interview, our Spotify Podcast is embedded below this section.
The first prevalent assumption that Joe challenged was that we need to standardize everything in order to reach the masses.
Through his book, Mass Customizations, he showed the world that it is possible to create tailor-made experiences for individuals at scale. He told us how we could efficiently serve customers uniquely.
In 1993-94, he then discovered the Experience Economy. He realized that customizations turn services into experiences. He then realized that experiences were a distinct economic offering.
Basically, most companies have avoided this because of their mindset. They think that what got them so far will take them further. Joe's work challenges this mindset and urges companies to leave their comfort zone.
There's a lot that automation and AI can do to save time when it comes to service and even when it comes to new ways of engaging and augmenting the capabilities of the people. Automation and AI help you create experiences that weren't possible without that sort of technology.
AI can sift through tons of data and help understand an individual customer's needs, wants, and preferences. It helps you with mass customization and mass personalization.
There are 5 qualities that need to define your experiences. Your experiences need to be Robust, Cohesive, Personal, Dramatic, and Transformational.
Robust Experiences are about expanding the possibilities. They should allow people to be both, actively engaged in them and passively observing them.
Cohesive Experiences are about coming up with a theme. The theme is the organizing principle of an experience. This makes everything fit well together.
Personalized customer Experiences are all about customization. Customize the goods and services to create great, engaging experiences. Experiences happen inside us. They're reactions to things that happen on the outside. So, the more you personalize them, the better you'll be able to reach into your customers.
Dramatic Experiences are the most memorable ones. We don't remember smooth, flat experiences. We remember experiences based on the peaks, not the entire experience.
Transformational Experiences take place when you customize and personalize your goods, services, and experiences to an extent where they cause transformations in your customers' lives.
PS. - Check our blog on A guide to personalizing your business chatbot to help personalize your customer experiences.
It all boils down to mindset.
A lot of companies claim to be customer-centric, but they're not. They're market-centric or segment-centric.
The customer is the individual. A persona is not a customer.
You need to focus on the individual person or business that you're selling to. You need to customize your offerings to fit their needs and wants.
The No. 1 capability that you need in order to do that is modularity. That's what Lego building blocks are all about too. Different modules that can be put together to create something big and unique.
Digital Modularity is what companies need to focus on now. Anything you can digitize, you can customize.
The important thing to recognize is that there are no markets. There are only customers. Markets are a fiction that we talk about when we don't know who our customers are.
Your customers are not a market or a segment or a niche. Each customer is a living, breathing person.