It's hard to read a business article these days without seeing the phrase "customer experience" - so much so, that it may seem like it's become the buzzword du jour. Everything a company does - the way it markets, sells, answers the phone, runs its operations, and much more - all play a role in shaping the customer's experience. Any time a potential customer interacts with a brand, it influences the overall experience.
Understanding the customer experience may be the most important investment a company can make in today's competitive business climate. For many companies, delivering the experience is as important as creating the product. In fact, companies are beginning to recognize that delivering an exceptional experience may be the most important thing they can do to stand out from their competition.
A similar change is happening in the sports and entertainment industry. In the "good ole days" if the home team won, the sports fans left happy. However, event organizers recognize that customers increasingly care as much about the end-to-end experience as they do about the game itself. Poor quality food, a traffic jam, or difficulty parking can ruin an outing - regardless of what happens during the game.