Apple has removed the word “store” from the names of its retail locations.  This suggests Apple may be thinking about itself less as a product company and more as an experience brand.  This video analyzes the significance of this change and gives you a look at the retail customer experience at the new Apple Union Square in […]

customer experience as the sum of all interactions a customer has with a company

Customer experience is one of those terms that mean different things to different people.  Like “brand,” “marketing,” and “customer centricity,” the understanding and practice of customer experience varies greatly depending on who you ask. What is customer experience?   Customer Experience Definition I define it as the sum of all interactions a customer has with […]