One major topic of discussion at Think! is whether a client who ask for strategy really wants a strategy or wants a list of tactics.
Here’s a guide to strategy and tactics.
A strategy is a long term approach to achieve a big goal. It spans a longer period of time and describes an approach to achieve that goal. It’s often complex and muli-layered. A strategy allows you to set priorities and focus your resources. It should also define what success looks like.
Tactics are smaller, short term actions to deliver on the strategy. Tactics need to be evaluated and adjusted constantly based on what is learned along the way. But a strategy needs time and typically stays in place for a longer time unless the goal or other macro variables changes.
Some people are focussed on doing. Strategy to them looks nebulous and intangible. It doesn’t contain specific tasks. But random tactics without a strategy leads short term actions with unpredictable long term results. It’s like driving a car around without knowing how to reach your destination. And everybody on your team is driving their cars around in all directions hoping to eventually get there.
That’s why every tactic needs to deliver on a strategy. “Running ads to grow a Facebook page” is a tactic. But why are we doing it? What purpose does it serve? Why is it more important than anything else? And once we have more fans then what? And how does Facebook fit in with everything else?
PRODUCT VS. EXPERIENCES
We’re in the business of making memories and a tourism brand is largely build via the stories people share through word of mouth and in social media. The implication is that the tourism industry needs to stop believing they’re selling products and start understanding they need to sell experiences.
A stay in a hotel is more than a room to sleep in. A visit to a restaurant is more than a meal. A visit to a museum is more than looking at art. It’s the same reason why Apple has turned unpacking their products into an experience. It’s why Starbucks can charge way more for coffee than McDonalds.
Selling products is a race to the bottom, selling experiences a race to the top. Just read the Experience Economy again. Experiences aren’t just the way customers interact with your staff. It includes every touchpoint from the moment somebody books to moment they’ve left.
INTERACTION DESIGN
I’ve been designing online experiences for more than a decade. Interaction design and Information Architecture are well established methodologies and processes. They’re user centred and based on bringing relevant content and services to target audiences in an easy and useful way. The processes are based on keeping a relentless focus on the end user, prototyping, testing, measuring and iterating. Personas, paper prototyping, usability tests and web analytics are all tools in the toolbox to make a good interactive experience.
Why wouldn’t you use the same methodologies and processes in the offline world?
DESIGNING TOURISM EXPERIENCES
Designing offline experiences isn’t something new. Just look at any of the Disney theme-parks The experience is managed completely from the moment you walk in until you leave. There’s a whole Imagineering department responsible for this and the results show. Disney is recognized as the gold standard in theme parks and are the most visited tourism attractions around the world.
DMOs should take Disney’s example and view their DMO through the same lens. Transportation, safety, cleanliness, friendliness of locals and signage all play part in the destination experience. Even though a DMO has nowhere near the control of a Disney theme park, it makes sense to strive to make the destination experience best it can be. By Nett Promotor Score (NPS) as a measure you can predict growth.
SERVICE DESIGN
Designing experiences and managing the destination experience is starting to gain traction and the discipline is called Service Design. I’m not crazy about the term because it can easily be confused with customer service but it is what it is. There’s a good book called This is Service Design Thinking that explains service design in detail and provides the tools and processes a service designer needs.Technology tools are becoming available and conferences are being organized.
We’ve started doing service design work with clients. It’s a great fit with our company because it uses a similar approach to designing digital experiences. And because the customer experience is the start of social conversations, there’s a natural alignment with social media.