Experience key element to success

Ricky Robinson, CEO of LRMG Performance Agency

"Companies should bear in mind that experiences are not exclusively about entertainment or only for the consumer industries. Companies stage an experience whenever they engage clients in a personal, memorable way. Business-to-business settings also present stages for experiences," he says.

"To stay ahead of competition, companies need to offer something more than just a product or service - they need to offer an unforgettable experience.

"We started offering engaging sensory journeys, Xperiences, that people would participate in and connect with, leaving an indelible impact on their lives. We immediately saw a positive response from the market." Beyond delivering experiences, Robinson believes that all solutions should be measurable and so highlighted to its clients the 'Return on Xperience', a twist on ROI.

Creating the experience economy

The first dimension of an experience is that it involves participation from the people involved - this can be active or passive. The second is that experiences create a connection, which creates either absorption or immersion of participants. (Source: B. Joseph Pine II and James H. Gilmore. Welcome to the Experience Economy: Harvard Business Review: July - August 1998. Pgs 97 - 105).

The agency has taken the principles of what makes the ultimate experience and put them into practice with its clients. Experiences are themed, they harmonise impressions with positive cues, eliminate negative cues, mix in memorabilia and engage all five senses.

"Many clients we encounter need a unique experience. Their employees need something with the wow factor for real change to happen. The theme we decide on includes all elements of design and staged events so the clients experience a storyline that captivates them. Our creative team has taken some very unusual sensory experiences to clients."

Value for cost

One of the key elements that companies need to remember when aiming to create an experience for customers is that it needs to be seen as worth the price being charged. Excellent design, marketing and delivery will be every bit as crucial for experiences as they are for goods and services.

"Customers will have no problem paying for a truly memorable experience but will be quick to criticise and look elsewhere if the experience is less than impressive. This means that ingenuity and innovation is as important in the experience economy as in the services and products arena.

"To truly connect with customers in an experiential way, companies need to understand their customer, not be afraid to innovate and make experience creation an integral part of all aspects of the business. We pride ourselves on the Xperience and the impact it makes on our clients' work and personal lives," concludes Robinson.