We are living in the experience economy.

Every business is in the business of delivering experiences.

Some businesses like amusement parks, vacation cruises, themed restaurants, movies are selling an experience while others are selling a product and/or service through which the experience is delivered.

Salesforce research found that 80% of customers say that the experiences provided by a company are as important to them as its products and services. In other words, the quality of your customer experience has a direct impact on your potential for business success.

Without deliberate effort to empathize with customers, and explicitly defining the best experiences that engage customers, the undesirable ones become the default.