CLASSIFICATION OF EXPERIENCE INTENSIVE FIRMS

Naturally, the importance that managers attribute to the resulting experience of the customers could be placed at many different levels, depending on the type of firms’ strategies and industries considered.

There are different depths of use of experiences and different degrees of integration of experience to the central tenets of the value propositions of organizations.

In some cases the resulting experience is part of the core business (i.e., a theatre), or could work as a core differentiator (i.e. for many PC products, the “careful design and un-packaging experience”, developing exclusive commercial channels or promoting the benefits of becoming part of an “exclusive club”).

In other cases customer experiences are a part of a portfolio of propositions (i.e., some commercial centres that offer films, dinner, shows and events). [1]

[1] Voss, 2007.