Day: March 23, 2020

Spark Volume 12 – Reimagining Orchestration
 
“You are a valuable instrument in the orchestration of
your own world, and the overall harmony of the universe.
Always be in command of your music. Only you can control
and shape its tone. If life throws you a few bad notes or
vibrations, don’t let them interrupt or alter your song.”
― Suzy Kassem

 

Orchestration is the invisible thread that pulls us together and ensures every small part of our work, whether service, a team member, or a software system, unites as a cohesive whole. Let’s continue to explore ways to understand our own power as leaders, the keepers of the thread, of the “Big E Experience” work in our health care systems.


A Delightful Box

Monthly subscription boxes continue to be a household go-to, so making a business stand out is a challenge. Beauty product company BirchBox brilliantly realized that its sustainability as a business depended on placing the Orchestration of the customer Experience in the most savvy hands – those of its customers. Birchbox launched as a transformational company giving consumers the beauty counter-sampling Experience, curated and shipped to their homes each month. Because they are a mostly digital interface, BirchBox knew that in order to avoid fading into a saturated market, they needed to stay relevant, and what better way to do that than to put the power into the hands of the consumer? Using customer input, they are able to tailor the Experience to the customer’s beauty preferences and then offer products that the customer might not have found themselves. By Orchestrating and personalizing the Experience, BirchBox can delight its customers every time they open a box. Founder Katia Beauchamp shares how she built Birchbox and divulged that she believes “if you’re going to do something discretionary, it’s the retailer’s responsibility to make it really delightful.”

How can we Orchestrate a personalized Experience for our internal and external customers? As leaders, how can we invite others to provide input?

Loves me. Loves me not. Loves me.

The good ol’ “I love you” or “I’m sorry” flowers are being totally reimagined by Austin-based flower delivery company, Urban Stems. A phrase we normally save for the dining or hotel Experience, “perfectly Orchestrated” can now apply to the floral industry as well.

UrbanStems allows customers to pick a type of bouquet based on color, occasion, and price. Upon making a delivery, the delivery person takes a photo of the flowers with the destination in the background to confirm that they were hand delivered. It’s a personal touch that feels as close to delivering them yourself as technology allows.

What Experience could we re-Orchestrate to make better? Think about how flower delivery is handled? Or our visitor process? Brainstorm areas where small changes might make a big difference.

Don’t Go to the Show; Be the Show

In an era where smartphones and other devices have dramatically changed how concert-goers Experience a live show, musicians also need a way to engage consumers like never before. Enter Taylor Swift, the pop sensation who forever changed the live music Experience with her 1989 World Tour by introducing a bracelet that came to life with the music and made the viewer a part of the concert through its magical light show. Bracelets were handed out to every single concert-goer, so whether you were in the front row or in nosebleed seats, you were an important element of the Orchestration. Users could not control the bracelet, so each occurrence of its pulsing and changing colors was a surprise and delight, creating a personal, stadium-wide Experience, all Orchestrated by the music. Talk about shaking it up.