More and more companies go one step further than just delivering a service by staging experiences. In other words, “an experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event”. Moreover, an experience is, first, inherently personal existing only in the mind of an individual, secondly, no two people can have the same experience, and lastly, it is interacting between the staged event and the individual’s state of mind.
The Four Realms of an Experience
The video above bring us to the next point, which is the four realms of an experience. The First Crush Winery combines all four realms. They give their customers the opportunity to taste the wine (entertainment), to visit the winery (esthetic), to learn more about winery (educational), and to participate in the winemaking process (Escapist). First Crush uses all four realms of an experience bringing them at the sweet spot, which means the customer engage as well as in passive as in active participation, but also, absorption and immersion of information (theme) takes place.
Principles of Designing Memorable Experience
Part of the experience economy are the five principles of designing memorable experience. Since all customers perceive experience in a different way, designing an experience can be tricky. However, the following principle can give companies guidelines how to come close to a positive and memorable experience for their customers.