Creating
Sensational
Positive
Customer
Experiences
Everyone’s
talking
about
customer
experiences.
It’s
difficult
to
pick
up
a
business
magazine,
a
new
book
about
customer
service
or
even
an
annual
report
nowadays
without
some
mention
of
it.
But
if
you
ask
the
questions,
“When
does
a
product
or
service
become
an
experience?”
or
“How
are
customer
experiences
measured?”
most
people
don’t
seem
to
have
a
simple
answer.
Or
at
least
the
ones
I
asked
didn’t.
I’m
sure
the
basic
concept
is
right
and
convinced
that
we
should
be
trying
to
find
ever
more
and
better
ways
to
manage
and
deliver
sensational
customer
experiences.
But
you
can’t
manage
something
if
you
don’t
know
precisely
what
it
is.
And
if
you
then
want
to
control
it
you
must
be
able
to
measure
it.
So
I
thought
I’d
better
do
some
work
on
this
so
that
I
could
provide
some
simple
answers.
This
is
not
to
say
that
there
aren’t
some
answers
out
there
already.
But
most
of
them
appear
to
be
complicated
and
revolve
around
the
subject
of
Customer
Relationship
Management.
So
as
I’m
someone
who
believes
that
you
cannot
manage
relationships,
only
the
things
that
contribute
to
them,
and
I
hate
things
that
are
...