Focusing on the Full Experience
I suggest the use of the word “experience” has become an overused concept in our lexicon. It seems everyone and every company likes to speak about the “experience”. This begs the question as to whether the concept of a true experience is really understood beyond the simplicity of something happening in or being around our personal or virtual proximity. Does that really qualify as an experience with any substance?
Merriam Webster provide a definition that I think adds clarity to the full meaning: “Experience is the direct observation of or participation in events as a basis of knowledge.” To me this translates as the act of experiencing something being the basis of learning and knowledge. We simply know more after the experience. Simply being surrounded by something, may have an emotional impact but does not mean you will benefit from it or provide a basis for knowledge. Let’s dig a little deeper.
Observation is at the entry level of an experience, but participation is at a highest level. Of course, there are levels of observation and participation that defines the quality of the experience. This correlates directly to knowledge gained. Let me use Crimson AV and the level of experiences we provide to prove the point.
Perhaps the first experience with our company is with the web site. Depending on the depth of review, this can certainly meet the criteria for an experience in knowledge gained but it lacks one thing and that is the impact of personal contact. At the entry level the experience is good but limited. The next level of experience is human contact and conferring with a Crimson AV salesperson via phone or conferencing. This allows the experience to expand as needs are discovered and the solutions that the company can provide are revealed. This promotes conversation and most importantly the first elements of building a relationship. The highest level of the experience though is in person. This may be a face-to-face visit with a company salesperson, or it may be at a tradeshow.
While video conferences are good and virtual events are improving, neither can provide the positive impact and yes, the experience of face to face and a live event. In commercial AV we have InfoComm. In home theater we have Cedia, and in digital signage we have the new Digital Signage Experience. There are also smaller regional events that meet the criteria for an experience but at the “big” events this is where a company like Crimson AV can put their best foot forward. It is time for business theater aka show time!
The experience most often begins with the web site and then escalates to virtual conversations, but the culmination of all efforts is highlighted at the trade shows. Attendees experience the company’s look and feel, the energy and culture if you will, as well as the best and latest products. The staff and attendees can both put a face with names as questions are asked and responded to. This meets the full definition of an experience with observation, participation, and knowledge gained.
The “holy grail” for a company is when the expectations of the experience are gratified. This spans the web site to phone or virtual conversations to personal visits and trade shows. Now that is what a full experience is truly all about…
