I don’t need to tell you that industry research studies have found that the average company provides a customer experience that’s mediocre at best and infuriating at worst. We have all been on the receiving end of mediocre experience or worse.
Now days, we all know that designing interactions to meet or exceed expectations will increase satisfaction, trust and advocacy improves long-term profitability. Companies like Apple, Amazon, Netflix, Sarbucks, MINI, and a handful of companies that have made their primary business focus around customer experience get it. These companies and their products and services change people’s lives, cause competitors to come up with inadequate imitations and transform their industries – and our lives – forever.