ExperienceCurve

Title:
Competing on experience

Possible Questions:
How do company’s achieve competitive advantage using experience design?
What are the aspects of customer experience that lead to competitive advantage?
How do companies understand/analyze the competitive landscape in the experience economy?

Description:
Is there a framework for analyzing a company’s delivery of a user experience?
Much has been said about the experience economy, experiential marketing, experiential branding.

The theories of the experience economy and experiential marketing propose products can no longer compete on price and consumers are not making purchase decisions based on feature and function, but on more intangible experience. A company brand is no longer monolithic and static, it is a compilation of all experience that a person has with a company.

What can be divined from theory around experience economy, experiential marketing, experience design, that can be used to analyze the competitive environment

How do companies understand the new competitive landscape if they are to compete on experience.

Scope:

The purpose of this paper is to develop a framework based on literature about the experience economy, experiential marketing, experience design, experiential branding, experience design and theory of competition.

Using relevant theory develop a framework or heuristics to analyze company’s for the purpose of understanding improving their competitive position.

Primary research:
Analyze up to 3 company’s using a proposed framework
interview of practitioners in the areas of marketing and experience design.