Experience Report Cards

I was intrigued by the concept of “experience report cards” in the Joie de Vivre podcast earlier this week so I did some digging and came up with an actual example. It’s from the new 2007 edition of The Experience Economy (a response to Pine and Gilmore’s classic 1998 book of the same name).

The authors share part of a faxed experience report card for the Phoenix Hotel here in San Francisco. It’s from 2002 and appears to be truncated — I’m not sure it adds up to 40 points — but it’s interesting food for thought:

1. Sensory stimulation. What are the immediate cues? Are they positive?

2. What are the most memorable and unique impressions upon entering the business?

3. Is there take-away memorabilia that can help to spread word-of-mouth advertising?

4. Which five key words describe the hotel, and are all expressions involved in positioning the hotel consistent with that?

5. Does the hotel do anything explicitly in the following areas:

  • Provide opportunities for customers to interact?
  • Form a club or opportunity to become a more special customer?
  • Theme a process?
  • Invite people to think of themselves like a VIP?
  • Engage people even before they undergo the experience?
  • Is education used as a way of connecting with the guest?
  • Is the entertainment unique?
  • Can the “experience” be made any more personal?

6. Are the staff involved in the process of directing the experience?

7. Are there any (intangible) moments at which this hotel could become the top “experience” stager of the year?

It’s worth taking a moment to compare this to the more traditional hotel metrics that Conley describes as “tangible and outdated.” I had no idea what the standards were for a one star versus a five star hotel so I tracked down the Mobil star criteria and AAA diamond ratings. They both focus on tangible aspects of the facilities and guest room, but Mobil goes a step further and includes intangible standards for service.

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