Studying the impact of innovation on business and society

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Customer Experience Versus Just Experience: Why the difference is key to brand relevance

Customer Experience Versus Just Experience: Why the difference is key to brand relevance

Customer experience aka CX is one of the most important trends changing business today. And, experts believe that it represents the next big competitive advantage for companies that invest in it. But what is customer experience exactly? It’s one of those terms (and movements) that is defined and interpreted differently depending on who’s talking about it within the organization. But without a common appreciation for customer experience and what it represents to customers, not just our view of them, our…

The Embrace: Creating Experiences that Nurture Attention into Engagement

The Embrace: Creating Experiences that Nurture Attention into Engagement

Attention is a currency. We spend it. We earn it. And, sometimes we waste it. Experience is something special. It’s all the rage at the moment, yet, we often talk about it as is if it’s a thing. But, as we know, deep down, the best things in life aren’t things, they’re experiences. One of things that makes it so hard to make experience a strategic and actionable part of our work is that the word “experience” means so many…

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