Project Leader

Chris Voss - AIM Senior Fellow, London Business School

Project Members

Richard Chase - AIM International Visiting Fellow, University of Southern California

Aleda Roth - AIM International Visiting Fellow, University of Northern Carolina

Leonieke Zomerdijk - AIM Researcher, London Business School

(Co-developers from Business are PY Gerbeau - CEO of X-Leisure and Ralph Ardill, Marketing director of Imagination Ltd)

Project Description

This is a broad study of a new field 'experience economy' and the emergence of promising practices associated with it. The agenda has developed as the study progresses. The first focus is the nature of experience-based services with particular focus on emerging models of destinations, measurement of experience outcomes, and evaluation of experience investments. Key hypotheses include that building in experiences into services will lead to competitive advantage, that experience is an emerging mechanism for communication with customers, that customer satisfaction is an inadequate measure in experimental environments. These and many other hypotheses are emergent and raise issues of definition and measurement.

The second focus is on addressing the question 'as services become more service intensive, how does this impact the design of services?' The focus is on both process and content of design. This element of the research is also providing insights into service innovation.

In this project an additional focus has been on the development of teaching and teaching material based on the emergent ideas.

Project Outputs

Publications

• Kakkad, A. and Voss, C.A. (2006). 'Wanted Chief Experience Officer.' London Business School Operations and Technology Management Group, p.8

• Valencia, J-P. and Voss, C.A. (2005). 'Experience and the Brand'. London Business School, p.38

• Voss, C.A. (2004). 'Are you Being Served?' Brand Strategy 184, pp. 30-31, July

• Voss, C.A. (2004). 'Trends in the Experience and Service Economy - The Expereince Profit Cycle.' Centre for Operations and Technology Management, London Business School, p. 38, March

• Voss, C.A., Chase, R. and Roth, A.V. (2004). 'Experience, Destination Services and Service Operations Strategy: A Multiple Case Study Investigation, Provisional Acceptance.' Production and Operations Management.

Presentations

• Voss, C.A. and Zomerdijk, L. (2006). 'Service Design Process. Learning from High Experience Services.' Production and Operations Management Society Conference, Boston, April

• Voss, C.A. (2006). 'Designing for Experience.' Presentation to Helsinki School of Economics, March

• Zomerdijk, L. and Voss, C.A. (2006). 'Designing for Experience.' Presentation to 3rd Annual Product and Service Innovation Conference, Park City, February

• Voss, C.A. (2005). 'Experience Management.' Some results from research, presentaed to Bluewater plc practitioner group, September

• Gerbeau, P.Y. and Voss, C.A. (2005). 'New Business Strategies. The Experience Profit Cycle.' Presentation of London Business School 'Management Summit', June

• Voss, C.A. and Roth, A. (2004). 'Experience Management, In Search of the CXO.' Presentation to Marketing Meeting, University of Liverpool, November

• Voss, C.A., Westburg, T. and Valencia, P. (2004). 'Experience Management, Marketing and Brand Building.' Practitioner Roundtable, London Business School, Sept.

Events (all at London Business School)

• 8th and 15th November 2004 - Survey Research In Operations Management

• 16th November 2004 - Antecedents and Performance Outcomes of Global Competence: An Empirical Investigation

• 7th June - Service Research Workshop

Teaching Material

• XLeisure, Case Study

• Easy Cinema, Case Study

• New Course Developed - Managing Entertainment and Experience

For further information on this project please contact the AIM Fellow Chris Voss.

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