Making Meaning How Successful Businesses Deliver Meaningful Customer Experiences

ISBN-10: 0321552342

ISBN-13: 9780321552341

Edition: 2006

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In a market economy characterized by commoditized products and global competition, how do companies gain deep and lasting loyalty from their customers? The key, this book argues, is in providing meaningful customer experiences. Writing in the tradition of Louis Cheskin, one of the founding fathers of market research, the authors of "Making Meaning" observe, define, and describe the meaningful customer experience. By consciously evoking certain deeply valued meanings through their products, services, and multidimensional customer experiences, they argue, companies can create more value and achieve lasting strategic advantages over their competitors. A few businesses are already discovering this approach, but until now no one has articulated it in such a persuasive and practical way. "Making Meaning" not only encourages businesses to adopt an innovation process that's centered on meaning, it also tells you how. The book outlines a plan of action and describes the attributes of a meaning-centric innovation team. With insightful real-world examples drawn from the Cheskin company's experience and from the authors' observations of the contemporary global market, this book outlines a plan of action and describes the attributes of a meaning-centric innovation team. Meaningful experiences--as distinct from trivial ones--reinforce or transform the customer's sense of purpose and significance. The authors' vision of a world of meaningful consumption is idealistic, but don't be fooled: this is a straightforward business book with an eye on the ROI. It shows how to bring R&D, design, and marketing together to create deeper and richer experiences for your customers. "Making Meaning: HowSuccessful Businesses Deliver Meaningful Customer Experiences" is an engaging and practical book for business leaders, explaining how their companies can create more meaningful products and services to better achieve their goals.
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Book details

List price: $39.99
Copyright year: 2006
Publisher: Pearson Education
Publication date: 2/5/2008
Binding: Paperback
Pages: 160
Size: 5.75" wide x 8.75" long x 0.50" tall
Weight: 0.484
Language: English

Steve Diller, a partner at Cheskin, has more than 20 years of strategy and market-ing consulting experience. He leads Cheskinrsquo;s Experience Design Studio and also drives Cheskinrsquo;s media content practice. Dillerrsquo;s impressive roster of clients includes the Washington Post, Hewlett-Packard, Microsoft, Pulitzer and Weight Watchers. He has contributed to numerous books, includingThe Human-Computer Interaction Handbook,The Principles of Trust, andNewspaper Brand Developmentand has produced and di-rected several feature films. Nathan Shedroffis one of the pioneers of experience design, which has been the focus of his speaking and teaching engagements, his writing, and his professional projects. Part designer, part entrepreneur, he provides strategic thinking and design consultation to companies seeking to provide their customers better experiences in a variety of media, including print, digital, online, and product design. A founding member of the International Academy for Digital Arts and Sciences, he was twice nominated for a Chrysler Innovation in Design Award, as well as for a National Design Award. He is also the author ofExperience Design(New Riders, 2001). Darrel Rheais CEO of the innovation consulting firm, Cheskin and is considered to be one of the worldrsquo;s most influential strategic design consultants. In addition to his work in executive coaching and training for international organizations, over the past 25 years Rhea has influenced the design of thousands of products and brands for many of the worldrsquo;s leading companies. A thought leader in the practice of experience design, Rhea is a contributing columnist on innovation forBusiness Week Online, was featured in Malcolm Gladwellrsquo;sBlink, and won the Jay Doblin Design Award for his contributions to experience design.

Introduction: Meaning: The Heart and Soul of Innovation
The Road to Meaning
The Value of Meaning
A World of Meaningful Experiences
Finding a Starting Point
Designing Meaningful Experiences
Identifying the Opportunity for Meaning
Framing the Experience
Shaping the Concept
Delivering Reality
The End in Sight
Moving Forward
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