domingo, 7 de marzo de 2010

Economía de Experiencias vs Economía de Recuerdos

El brindar experiencias es ir más allá de tan solo ofrecer un servicio, es una meta tras la cual navegan la mayoría de las empresas, el concepto y la importancia de las experiencias lo expuso Joseph Pine en la conferencia de TED 2004 con el título “what consumers want”
Pine comentó en esa oportunidad “Personalizando un producto se convirtió automáticamente en un servicio, porque fue hecho sólo para una persona en particular”, pero cuando personalizamos un servicio este se convierte en una experiencia y actualmente nos estamos dirigiendo a una economía de experiencias, estas están dentro de nosotros, es la reacción a los eventos que se nos muestran, lo que hace difícil alcanzar este objetivo. El caso de éxito más empleado es de las tiendas Starbucks.
Pero en la nueva edición de TED 2010 aumentan la complejidad al añadir un nuevo elemento en la búsqueda de las experiencias, Daniel Kahneman, Psicólogo y Matemático experto en la economía del comportamiento, quien obtuvo el premio Nobel de Economía en el 2002, junto a Vernon Smith, por su contribución a la toma de decisiones en situaciones de incertidumbre, mostrando cómo la decisión de los individuos puede en forma sistemática apartarse de las predicciones de la teoría económica tradicional", en su exposición “The Riddle of Experience vs Memory” Kahneman explica las cosas que hacen feliz a una persona, pero enfoca la atención de los asistentes en la diferencia entre las experiencias y el recuerdo de las mismas, sabíamos que las experiencias debían estar llenas de momentos significantes pero no que la parte más importante es como estas terminan.
“What defines a story are changes, significant moments and endings. Ending are very, very important…”
“The experiencing self has no voice in this choice. We actually don’t choose between experiences. We choose between memories of experiences”

Cuando las personas desean volver a contratar un servicio o a vivir una experiencia, esta elección no dependerá de cómo vivió la experiencia sino del recuerdo que la persona tenga de esta y para tener un buen recuerdo de una experiencia es muy importante la forma como terminó la misma.
Esta es la aplicación que puedo darle a la charla de Daniel Kahneman al mundo del mercadeo y del servicio, si alguno de Ustedes tiene una visión diferente no duden en dejar su comentario para conversar sobre sus impresiones.

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Forexpros.es dijo...

Buenos días,

Mi nombre es Vanesa, y soy la responsable del sitio Web Forexpros.es
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