We live in an experience economy and every business is trying hard to emotionally engage with their customers to make their shopping journey a positive one. Today, the market is filled with similar products and services and this pushes customers to pay close attention to the overall experience. How they grade these experiences can determine if they will spend money with that business again.
Think of the last time you went to see your favorite sports team at a stadium -- how much preparation did you need before you went? Did you need to buy a ticket online, print it and remember to bring it? Did you have to keep track of a parking stub to get your car out of the lot? Did you tailgate beforehand to avoid spending the whole game in line at the concession stand rather than in your seat?
