Priceless: Turning Ordinary Products into Extraordinary Experiences

DIAMOND
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Senteo Rating 3.5
04/27/23
views 2137
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Author:Diana LaSalle, Terry A. Britton
04/27/23
views 2138
comments0
Author:Diana LaSalle, Terry A. Britton
DIAMOND
RATING
Senteo Rating 3.5

Priceless: Turning Ordinary Products into Extraordinary Experiences
Diana LaSalle & Terry A. Britton Harvard Business School Press, 2003
Senteo’s Review information

Priceless is basically a book on the concept of customer experience. The authors have organized it into 2 main sections, in the first they explain value and experience for the customer, in the second they explain how any company can create value through experience.

This book is different from many other customer experience books in that the authors seek to not only explain what constitutes customer experience, but to show how a company can deliver value (priceless) though customer experience. The authors draw on an extensive body of literature from authors and practitioners on the subject (extensive references and chapter notes), rather than just advancing their own views. They also attempt to provide a roadmap for managers to evaluate and begin to implement change in their value proposition.

While not dense with charts and diagrams, this book provides a lively and practical overview of the subject and how to begin thinking about reassessing your business to create the right customer experience. Through examples such as the Experience Engagement Process and Experience Event Matrix, the author shows how the reader can think strategically about the customer experience. In the second section, each chapter ends with a series of tactical tasks as part of a “priceless roadmap” for the manager to consider.

The second half of the book is a roadmap for how to implement the customer experience, however the authors may have been better served to organize it in more logical terms as opposed to a narrative, adding diagrams or illustrations to make it more understandable and structured. Those who crave for details on how to measure customer experience or detailed examples of how to implement will find the book thin in this respect. For more on this subject see Customer Experience Strategy (Senteo review).

Whether their complaints are about customer-proof packaging, a never-ending voice mail loop, or a purchase that doesn’t live up to its claims, customers are consistently disappointed in their interactions with companies. And while experts say that the creation of “customer experiences” is the new requirement for success, few companies have managed to deliver. Now, veteran experience consultants, Diana LaSalle and Terry A. Britton take businesses from concept to practice, offering a tactical guide to creating value-adding experiences around any product or service – whether the offering is candles or computers, catering services or consulting advice. The authors argue that most managers remain stuck in a “features and benefits” mentality that zeroes in on what a product does. That focus needs to shift, they say, to what a product or service offers and how it affects customers’ lives. LaSalle and Britton provide a hands-on model for understanding the relationship between value and experience, and then show how companies can leverage that knowledge to transform ordinary products and services into experiences that customers consider extraordinary – even priceless.

Readers will find the “Experience Engagement Process” and the “Experience Event Matrix” useful in better understanding their business in the context of customer experience.  The manager will find the “priceless roadmap” structure thought provoking as a framework for considering both the tactical and strategic mission of creating the  value-adding customer experience.

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This book provides a good balance between strategy (first half) and implementation (second half-  road map). Their examples of the Experience Engagement Process and Experience Event Matrix provide some framework for developing and implementing, however they need more details.

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    Priceless: Turning Ordinary Products into Extraordinary Experiences
    Diana LaSalle & Terry A. Britton Harvard Business School Press, 2003
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