Are you crafting experiences or making some “thing”

“Simply roasting coffee, brewing it, or pouring it into a cup for someone is merely the performance of a simple service. In the absence of a wider, experiential understanding, all you’re doing is putting a hot liquid into a mug.”

-Lewis P Carbone, Clued In:  How to Keep Customers Coming Back Again and Again

If you had to describe how you want your customers to feel after an interaction with you or your company in three words, what would those three words be? We are talking about how they feel, not what they think about the interaction.

Training and Development is focused on impacting behaviors that drive business results. When training is primarily focused on doing, we miss the biggest part of how consumers evaluate an experience with a company. To craft a brand-defining experience, every employee must have a concrete understanding of  the bigger concept of what is being delivered to the customer.

Apple understands this concept. I have lost count of how many times I have heard the word “cool” used by a Mac owner to describe their brand experience.

What words would your customers use to describe their experience?