Creating #TokiExperience 2021.12.21
#TokiExperience is a term that describes an experience that satisfies the desire to "enjoy the excitement that can only be savored at that time and in that place." I have previously examined the elements that make up a Toki Experience from various perspectives.
・Time
・Space
・Sense of unity
・Sense of distance
・Sense of security
・Sense of equality
・Organizational personality
・Individual personality
・Need for belonging
・Need for self-transcendence
・The word 'time'
・Crowds and the subconscious
・TPO (Time, Place, Occasion)
・Moving experiences
・CtoC experiences
The series of notes examining Toki Experience has been compiled into a magazine, so please refer to it.
This time, I will examine the relationship between "cost and Toki Experience" based on my own experiences.
Cost does not equal Toki Experience
Today, I had an experience like this. When I entered the underground parking lot of a complex facility, I was welcomed with very polite customer service. The parking fee was 160 yen per 30 minutes. After finishing a leisurely lunch with a guest, it cost 480 yen when I left. Even now, that
“parking experience”
remains in my memory. The reasons are as follows.
For a first-time user:
・The service was polite and heartfelt
・There was a polite explanation of how to proceed inside the lot
・There was verbal guidance when backing into the parking space
・There was a polite explanation of how to get to the elevator
When I think about these reasons again, I realize there is one fundamental principle. It is
“thorough focus on the other party (the customer)”
If you want to achieve it, the "form" of customer service is easy to realize. However, the "heart" or spirit behind it is something that is hard to do unless you are conscious of it. In other words, the point is whether the other party (the customer) can feel that "the heart is connected."
In a place you visit for the first time, the amount of information the other party (the customer) has is very small. In contrast, from the employee's side, it is a place or system that is "taken for granted" where they spend long hours every day. Being able to receive detailed information as a first-time visitor also leads to the feeling that "they are really looking out for me."
This 30-minute 160 yen (90-minute 480 yen) experience was not expensive entertainment using sound and visuals at a large event venue. It was not a meal at a high-end restaurant that spent money on carefully selected ingredients and design.
It was just the “act” of parking a car,
but it was also a “parking experience.”
This is the very value of the shift from "things" (koto) to "moments" (toki). Each of these polite considerations, this "customer-first perspective," ultimately leads to the satisfaction of the other party (the customer).
When I returned to my apartment and checked the delivery box, a man from the delivery service "foodpanda" was calling via the intercom. When there was a response, the man said,
“Sorry to keep you waiting!!”
with a cheerful smile, and he headed toward the client with a tone as if he were the owner of the shop himself.
It was just a food delivery “request,”
but it was also a food delivery “experience.”
I was able to catch a glimpse of the moment when a "thing" becomes a "time" experience once again.
Currently, online events have become the "norm," and various seminars and the like are held almost every day. However, the reality is that there are still very few that delve deep into the "experience" of the participants.
Just an online seminar "attendance"
Yet an online seminar "experience"
This does not mean that you need to spend "costs" on people, content, or preparation time every single time; in other words,
"Spending costs" does not equal "a better experience"
is something I felt once again.
Whether it is 30 minutes/160 yen parking or
food delivery,
there is only one principle:
"The other party's (customer's) perspective"
improves the value of the experience.
It can be said that even for events and seminars held on a regular basis, and whether that space is a physical space (offline) or online, planning and operation that always keeps the "other party's perspective" in mind as a principle is important. These will be perceived by the other party (customer) as a "difference" (in a good way).
"Year-End/New Year" by event organizers
Regarding online/offline events:
・How was this year?
・What will happen next year?
・What about the format?
・What are the challenges?
・What are the solutions?
We will hold an "online event" on 12/28 from 20:00 regarding these topics.
[Talk Event] Community Broadcasting Department #7 (2021/12/28 from 20:00)
Amidst the many online community events being held, this is a community that shares event know-how "beyond the boundaries of the community."
Let's think about the future of events together!
End
(Next time: Creating #TimeExperience 2021.12.22)