Markus Giesler, York University
Designing captivating customer experiences is vital to firm success, yet few marketers would argue that this process begins and ends with their ability to both understand and actively shape culture – the system of shared beliefs, attitudes, behaviors, and artifacts that people (not only consumers) hold around a particular market object. Drawing on his research into the sociology of the customer experience, Markus Giesler will lead participants through a set of cultural cases and exercises designed to sharpen their experience design skills. Participants will walk away with their own cultural experience design toolkit, the M.I.N.T. routine and new ways for monitoring, inverting, naturalizing and transforming experience culture.