ABSTRACT

This chapter focuses on managing the staging of experiences. It shows how correctly applying insights, principles, methods, tools and techniques from disciplines such as quality management, process management, leadership, and selection and training could assist in ensuring that experiences are staged as they have been designed to be staged. It does so by first addressing the basic requirements that need to be fulfilled to ensure that touch points which together shape the customer journeys that customers go through meet the specifics laid down in the design process. Subsequently, it focuses on process quality, interaction quality, physical environment quality and outcome quality. The latter three represent the three categories of variables that jointly determine how customers perceive the quality of experiences staged for them and, thus, three key areas to focus on in managing the staging of experiences. The chapter concludes with a section devoted to aspects beyond the so-called line of visibility and a warning with respect to carelessly applying generic management methods, tools, techniques and philosophies within the specific context of staging experiences.