The Value of Experience

executive masterclass on

driving new value creation with service experience XP

The eXPerience
a 5 day study trip for management 16th 22nd September 2012
in retail, F&B, hospitality
experience design learning journey to The Netherlands

by SPRING & NBDA Asia to The Netherlands, Amsterdam

Content
What Its All About Executive Masterclass NBDA Programme format Quick Programme Overview Potential company visits Brands & their Elements

Appendix From Schipol airport to hotel (in Journal) Hotel (in Journal) Your fellow innovators (in Journal) AMSTERDAM maps & places of interests (in Journal) MAASTRICHT maps & places of interests (in Journal)

experience design learning journey to The Netherlands

What Its All About:

Owners, retailers, F&B, hoteliers, healthcare providers are given the opportunity to benefit from the experience XP design approach and participate in a series of world class customised workshop sessions in The Netherlands. The objective is a learning journey for the participants to familiarise themselves to the experience XP design mindset, process and tools and learn how this approach can be implemented to their business from successful entrepreneurs, guided by consultants. Furthermore, opportunities to dialogues within these visits have been arranged with owners / representatives. Singapore business owners obviously want to improve their turnover and introduce new concepts. In an increasingly saturated market place. It becomes important that these new concepts resonate with customers and are designed to take off rapidly, have increase success rates, generating ROI more quickly. The Purpose: The purpose in this approach is that owners and management attend the program, understand how to use experience XP design to relook at their present businesses, get energised, think of new concepts, work on it and get further inspired to explore future possibilities and implement them in Singapore.

Facilitators
NBDA Asia is a Singapore based dedicated innovation and business design consultancy, specialised in assisting organisations to further develop, transform and grow, on a strategic as well as an implementation level . We do this by challenging status quo, analyse the current business model. We question, shape and re-shape the overall business strategy and innovation strategy and while at it, empower and energise the organisation with a set of tools and approaches to implement and sustain a climate for innovativeness and creativity.

experience design learning journey to The Netherlands

Executive Masterclass NBDA:

In spite of some well-publicized missteps, innovative concepts does not have to be mysterious or risky. Researchers claim that 70%80% of new product development projects dont succeed, and the 2 greatest reasons for failure are the inability to meet customer needs and the inefficiency when managing market risks. Sometimes, a simple process of observing, listening to, and engaging customers is the process by which these risks can be mitigated. And sometimes, an even simpler process of changing our focus from pure technology or product to user-centricity that is understanding the users needs, their problems, and their experiences - we will have the opportunity to leapfrog our competition in the innovation space. What the executive masterclass is about is driving new value creation with a service experience XP design framework which is going BEYOND customer satisfaction. In essence, the masterclass is focused on an experience framework which looks at several levels of experience: from the more American model of Staged Experiences (Disney is an example) to on the other extreme a more European model of Transformational and Co-Created experiences. Here are some elements of the framework: Customer relationship: (the for who) Customer Knowledge: (who values what (now and in future) Strategy Development & plans: (the what makes sense for me as a business owner to deliver distinctively different) People: Employee engagement (how to get the people behind the experience vision of the boss and how to get them actively involved in the co-creation part) Organisational culture During the Masterclass, we will show how the service XP model makes the link between the experience framework and the service class framework. Further, we will visit companies (retail, F&B, hospitality, healthcare) in these different categories. Example, The Kas restaurant is about Customisation Service, Transformational Service, Undergoing a staged Experience, A Knowledge gaining Experience. While Oger Retail is about Customisation Service, Co-creation ability, Transformational Service, & A Knowledge gaining Experience.

experience design learning journey to The Netherlands

Programme Format
Pre-Trip 10 Sept 2012 - 1 week before

SPRING & NBDA Briefing to companies

Trip 16 - 22 September 2012 Amsterdam & Maastricht visit

Post-Trip From 24 September to 23 October 2012

Upon return, follow-up sessions with NBDA. NBDA to assist Companies for implementations.

For more detailed information on the program, you can access this link: (SPRING) Please access this link for information about the main facilitator and program: www.nbdaasia.com/dutch-innovation

experience design learning journey to The Netherlands

Quick Programme Overview

SUN 16/9 morning MONDAY 17/9 What is service innovation XP The value of XP Daily selective case studies Invited speaker TUESDAY 18/9 how moving from pure transactional services to transformational will work wonders Daily selective case studies Invited speaker De Kas lunch, Opportunity to dialogue WEDS 19/9 Insights in new business model Daily selective case studies Invited speaker THURSDAY 20/9 Exploring the depth & scope of experience, experience the brand by tasting, hearing, feeling Daily selective case studies FRIDAY 21/9 round table discussions with fellow peers and consultants presentation of business plans (1 to 1 with consultant) Own Lunch

lunch

Own Lunch

Own Lunch

Own Lunch

afternoon

arrival

Visits and Opportunity to dialogue with innovative entrepreneurs/ business owners Rituals, Bijenkorf, Siebel
at end of each day daily reflections & impressions of the day work on your own business case, small groups

Visits and Opportunity to dialogue with innovative entrepreneurs/ business owners Karwai, Jumbo, Albert Heijn, Markt
at end of each day daily reflections & impressions of the day work on your own business case, small groups

Opportunity to dialogue with innovative entrepreneurs/ business owners Suitsupply, Maastricht, La Berger Hotel
at end of each day daily reflections & impressions of the day work on your own business case, small groups

Opportunity to dialogue with innovative entrepreneurs/ business owners Vroom & Dressman, Heineken XP
work on your own business case, small groups

presentation of business plans (1 to 1 with consultant) how can we assist you in Singapore wrap-up and impressions of the week

evening

Get together dinner & drinks

Get together dinner & drinks, invited guests, Opportunity to dialogue

Own dinner

Own dinner

Get together dinner & drinks invited guests

Own dinner, free & easy, last nite

experience design learning journey to The Netherlands

Note: This list is non absolute and will be tweaked as the participant mix is known

Potential Company Visits

1. 2. 3. 4. 5. 6. 7. 8. 9. 12. 13. 14. 15. 16. 17. 18. Men At Work Amsterdam Suit Supply Amsterdam Rituals Amsterdam De Kas Amsterdam De Bijenkorf Amsterdam V&D Amsterdam Siebel Jewellery Amsterdam Kruisheren Hotel Maastricht La-Bergere Townhouse Design Hotel Maastricht Lloyd Hotel Amsterdam Exchange Hotel Amsterdam Jumbo Amsterdam Albert Heijn Amsterdam Blokker Amsterdam Denham Jeans Amsterdam Oger Amsterdam

Note: This list is non absolute and will be tweaked as the participant mix is known. Each company visit will be guided by 2 NBDA consultants and as far as possible a rep or owner from the organisation.
experience design learning journey to The Netherlands

Brief overview of company visits: Monday (Amsterdam) September 17

1 Denham - www.denhamthejeanmaker.com A jeans label built on experimentation and resourceful innovation. Representing Jason Denham's most fully realised personal vision to resist compromise. The cuts are inspired by a family heirloom, an antique pattern book called The Cutters. You define the material & accessories. Take-away: Focused on quality and utility. The truth is in the details. The brand shows how to innovate from the tradition of iconic garment-types by challenging conventions about mass retail. This is bespoke must-have-exciting jeans experience. Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience. Oger - www.oger.nl Oger aims to Latinize the Dutch customers, making them more aware of their personal presentation and creating the right match with their personality. Oger develops and produces its own mens collections in Italy and brings the collections to The Netherlands. Take-away: Oger shows how it is possible to take away the customers worries about clothing and get them to co-create. Their mission to be the best in personal service and advice in the processes is the basis for that. They created a corporate fashion service for commercial representatives to look good. Service XP: Customisation Service, Co-creation ability, Transformational Service, A Knowledge gaining Experience. Men At Work - www.menatwork.nl Men at Work categorizes itself as a fashion denim store that is constantly being renewed. It is the perfect multi-brand store for trendy youngsters, even though it may appear multi-brand retailers is diminishing. It now encompasses over 60 stores in the Netherlands and Belgium and also includes a successful web-shop. Take-away: M@W shows us how to sell confidence, which they believe is vital for youngsters. If the target group visits Men at Work, they must feel as if they have come to the right place, that they can be sure that if Men at Work sells it, they can wear it when theyre with friends. They utlilise smart web tech, We see the webshop as a research method too, as we can see exactly which brands people are clicking on and can then utilise this knowledge in our physical stores. Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience. JUMBO - www.jumbosupermarkten.nl JUMBO aims to be the ideal supermarket for their customers and the neighbourhood they are located in. Take-away: JUMBO created a strong position in the Dutch food retail market due to their customer centric approach eg. customers can recommend products to the assortment on the shelves. The new item stays for 3 months on the shelf and if sales moves it will be a permanent fixture and might even be added to other districts, if not it will be discontinued. JUMBO provides its employees with education and development opportunities to grow within the company, in the JUMBO Academy. Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience

experience design learning journey to The Netherlands

Brief overview of company visits: Tuesday (Amsterdam) September 18

5 De Kas www.restaurantdekas.nl De Kas organic restaurant in Amsterdam. Its in an old authentic greenhouse that serves food straight from the field. Their cooking style is inspired by the cuisines of the rural Mediterranean, with fresh local vegetables playing an important role. Take-away: Be able to learn about being organic and what is authenticity and slow-food. The Kas creates a daily menu based on the harvest of their own greenhouse. Sit at the chefs table and enjoy the action in the kitchen as you watch the staff prepare the Kas culinary specialties. You are able to also cook your own and be part of the experience. Service XP: Customisation Service, Transformational Service, Undergoing a staged Experience, A Knowledge gaining Experience De Bijenkorf - www.debijenkorf.nl Upscale stylish no. 1 department store at A-locations. The Bijenkorf is known for its heritage and iconic personality. The Bijenkorf sells A-brands and good quality Private labels. Take-away: It is not just a store, Bijenkorf became an institution from grandma to daughter to grandchild. Its also an Art Gallery/Exhibitions, Fashion Catwalk in the store, very early Bijenkorf Publications had an ipad version etc. Famous for its elaborate shop -themed shop windows and in store visual mechandising. It gained respect because of its cosmetics sections where employees themselves were near fashion icons and perfectly capable to give you the perfect make-over. Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience, A Physically changing ME Experience V&D (Vroom & Dreesmann) - www.vd.nl V&D is the only national mid-market department store serving the Netherlands with 61 prime locations. V&D targets women in the 30-60 age group and their families. Take-away: V&D rejuvenated its stores by bringing retail drama back. Shop-in-store concepts were started with brands like Sephora, Mango and local designer brands. They offer great quality fresh food products with their La Place restaurant formats. They started a passion to Serve philosophy, successfully executed its 5 S strategy of - Selling more, Sourcing better, Saving Costs & Cash, Exploiting group Synergies and Smile! In 2007 V&D grew by 3% in Turnover and in 2008 by 11%, outperforming the market. As a result, also staff satisfaction increased and customer satisfaction, measured by higher market share. Service XP: Customisation Service, Transformational Service, A Knowledge gaining Experience

experience design learning journey to The Netherlands

Brief overview of company visits: Wednesday & Thursday (Maastricht) September 19-20
8 Albert Heijn - www.ah.nl Albert Heijn, the largest supermarket chain in the Netherlands, is known for their focus on quality stores and products. Take-away: Apart from A-brands, sells 4 levels of private label assortments which include: AH Excellent (premium brand), AH Housebrand (middle brand), Euroshopper (cheaper brand) and AH puur & eerlijk (sustainable brands). Their AH Housebrand is considered to be near as good as the A-brand products but at a lower price. At the moment market share is around 30%. Albert Heijn is continuously aiming for customer loyalty by generating an optimal customer experience. Their Allerhande food & recipe magazine became the most-read magazine in the Netherlands, and its given free in-stores. Their apps became very popular as well mainly with its constant involving: easy recipes, the shopping list and discounts. Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience, A Knowledge gaining Experience

Kruisheren Hotel Maastricht - www.chateauhotels.nl/default.aspx?sc=7&taal=en Fusing the austere Gothic with chic modern design, the hotel, opens straight into the inner shell of a 15th century monastery. Take-away: Shows how a medieval location, is given a new lease of life with greenery, art, caf terraces and shops. Uninhabited since 1979, the structure has been transformed into a remarkable blend of original Gothic exterior with a sleek, inconspicuous modernist interior. A visit to the hotel is an experience of definite contrasts between past and present, an architectural innovative journey in design history. A co-op between commercial and government. Service XP: Customisation Service, Transformational Service, Undergoing a staged Experience, A Knowledge gaining Experience
La-Bergere Townhouse Design Hotel Maastricht - www.townhousehotels.nl/en/index It represents a new and innovative 4-star hotel concept from La Bergre Group. It is designed to satisfy the expectations of today's consumer and offers an inexpensive hotel right in the central. Take-away: The philosophy is simple: staying at this boutique hotel, you will feel at home. The relaxed atmosphere of this living room is based on a combination of traditional hospitality and innovative hotel solutions. It offers traditional culture in combination with contemporary excellence, in a unique and timeless hotel setting. Small and significant touches like a sweet aperitif is given upon guest arrival. And in rooms, a teddy bear is your companion if you are alone. Service XP: Customisation Service, Transformational Service, Undergoing a staged Experience

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experience design learning journey to The Netherlands

Brief overview of company visits: Thursday (am Masstricht) & Friday (pm Amsterdam) September 20 & 21
11 Lloyd Hotel - www.lloydhotel.com Staying here means a choice for history. It is a 1920 monument given a modern twist, with the upmarket Eastern Docklands & pier at the front and the ultra-urban access point to the city centre at the back. Take-away: the same hotel has a range of 1 star to 5 stars. The Lloyd Hotel redefines the European Hotel Experience. The Sloom restaurant has no menu. The guest requests what they will. The chef will try his best to make it! Service XP: Customisation Service, Transformational Service, Undergoing a staged Experience, A Knowledge gaining Experience Exchange Hotel - www.exchangeamsterdam.com Hotel The Exchange has a special love of fashion. Students of the Amsterdam Fashion Institute dressed the rooms like models on the catwalk. Take-away: The focus is not only on a hotel where architecture meets fashion in the most unexpected and inspiring way. It is part of The Red Carpet, an urban-renewal project that is aimed at giving the Damrak (Amsterdam Area) a more diverse and fashionable look yet retaining its culture and history. Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience, A Knowledge gaining Experience

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experience design learning journey to The Netherlands

Brief overview of additional potential company visits

13 Hema www.hema.nl HEMA is a Dutch Private label department store which is famous for its good quality and low prices . Take-away: The HEMA stands for basics, broad variety, functional, no frills, fresh and young. It constantly empathizes with its customers to create a great and relevant customer experience. No-nonsense formula with strong house-branding. HEMA is well-known for its particular products the Tompoes and the Smoked Sausage. Going to HEMA became a necessary part of every middle aged womans shopping journey necessities, functional products while all other like-type stores are about fashion. Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience
Blokker - www.blokker.nl The store for everyone. With their 600 outlets they are located close to everyone. Blokker Holding is active in 12 countries. In 2010 all the chains combined had 2825 stores. Take-away: Blokker has a strong basic assortment for affordable everyday household products in neighbourhoods. They believe in a franchise construction because a higher market penetration is possible and franchisers know exactly what their neighboorhood wants. In 2009 the company had a revenue of 2.8 billion euro. Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience

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experience design learning journey to The Netherlands

Deliverables
After attending the programme, the participants will:

Have many interesting, exciting & engaging sharing sessions with outlet owners or management
Insights to transformational concepts, understand the how-to in co-creational ideas Gain an appreciation of how organisations create worthy concepts/services and learn from them Learn how the Dutch and other International retailers/ F&B/ hospitality / service providers innovate & differentiate themselves

Dialogues with innovative entrepreneurs/ business owners Have greater clarity on how to create innovative retail concepts for implementation (Phase 2)
Participants understand methods and tools which can be used to create new concepts Work on your own business case Be inspired and encouraged to create own breakthrough concepts when home & in the future

experience design learning journey to The Netherlands

Cost Breakdown
Approximate cost

minimum 12 participants maximum 25 participants S$7005.00 nett including all taxes and S$2000 for airfare.
Please note: Investment excludes meals Included - accommodation, seminar rooms, course fees, transport between events, airport transfers. Projected fees are based on a minimum of 12 participants to go, limited to 2 management/ participant per company . Programme Fees are based on a 5 day programme, plus after the trip, a 2 hour x 2 session, follow-up discussion for other members of the management in the organisation. For more detailed information on the program, you can access this link: about the main facilitator and program: www.nbdaasia.com/dutch-innovation Please either contact SPRING Singapore direct for application forms and cost : www.spring.gov.sg or sharon2@nbdaasia.com for masterclass info.

experience design learning journey to The Netherlands