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October 6, 2007
Delta Embraces Experiential?
Posted by Paula Thornton
A tease to content elsewhere...
Delta Air Lines is bringing its in-flight experience to the streets of New York City with a temporary lounge.
Visitors can drop by the 3,500 square-foot space at 101 West 57th St. called Delta SKY360 to test some of the airline’s newest features, including refurbished seats, new menu items and route information.
The following comment is a bit disheartening as it seems to imply an oversimplification as to the potential of real relationships and real conversations...it still implies an elitist business perspective to relationships with customers:
It’s an opportunity for us to engage with our customers outside of the airport.
It makes me want to ask, "What's wrong with engaging with them where they already are? Um, in the airport?"
Comments (4)
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BOB JACOBSON is fascinated by the experience of experience. A planner and technologist, Bob has a Ph.D. in Urban Planning & Design from UCLA. He's been a policy researcher, technology CEO, science writer, and consultant. As a Fulbright Scholar, he studied cellular telephony's impacts on transborder communities in the Nordic Arctic Circle. Bob edited Information Design (MIT Press 2000) and is now writing a book on the theory and practice of creating edifying, transformative experiences.
PAULA THORNTON says, "Understanding human behavior (economics), optimizing interactions (design) and facilitating conversations (markets), are the means to achieve strategic differentiation. This is the focus of our discipline. It is not a 'nice to have'‚ and is not, like documentation once was, an afterthought. It is the means by which to start a strategic discussion and the means by which to drive a tactical initiative. All design should be evidence-based."
1. Adam Lawrence on October 16, 2007 6:53 AM writes...
Because, by the time they get to the airport, they've already chosen a carrier and booked their flight?
Permalink to Comment2. Paula Thornton on October 16, 2007 7:54 AM writes...
Adam: Your comment scares me. Surely you would not suggest that designing an experience is for the purpose of a single transaction/exchange?
The ENTIRE pupose, nay, justification for Experience Design is to build a lasting relationship.
Anything else is just a tryst.
Permalink to Comment3. Adam Lawrence on October 16, 2007 8:13 AM writes...
Paula,
I agree with you completely, but I am not sure that the airline execs are thinking that way. They are often after measurable results, and measurable often means "this quarter" :(
Although I do believe that "out of context" promotion can have a stronger impact, simply because it is more surprising. That might be what the airline was aiming at. I hope so.
Permalink to Comment4. Paula Thornton on October 16, 2007 8:39 AM writes...
Ah, but that is why it is our goal to help reframe such thinking -- to show that the potential is very significant and truly strategic. I'll follow up with a full post...
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