The customer experience tsunami

Abstract

Why do Dell Computers have signs around their Round Rock offices near Austin, Texas stating `Customer Experience — Own It'? Why do Starbucks talk about the `Third Place' when they sell coffee? Why are we seeing the growth in positions with the words `Customer Experience' in their job title? What do Harley Davidson sell? Bikes, or the ability for 40-year-old accountants to dress in leather and frighten people? Why are Hilton Hotels redefining what their hotel rooms are about? Why have we seen a rise in `themed' restaurants like the Hard Rock Café, Rain Forest Café, Bubba Gumps and Planet Hollywood? Why are a number of people starting to say, `The customer experience is the next competitive battleground'?