Because of the personalization, the Ritz Carlton transforms a hospitality service into a memorable experience that is revealed over the duration of a guest's stay and subsequent returns. Beyond that, CIOs need to think creatively about what kind of experience makes sense for their business. The experience needs to fit in with the heritage of the company. In chapter three of The Experience Economy , we outline the design principles for an experience. The next step is to harmonize impressions with positive cues to create those impressions.
Impressions are the take-aways from the experience.
They're single words that describe the way a person feels after the experience. A cue that you're being cared for is the claims adjuster giving you a place to sit, a cup of coffee and a cell phone in the van. A negative cue in the Progressive example would be if the van showed up with a dented fender. In chapter 10 of The Experience Economy , you and Gilmore introduce the transformation economy, the next step beyond the experience economy, where businesses specialize in changing people physically or emotionally. Explain your use of management consulting as an example of an industry in the business of transformation.