Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

NineDelivering Reality

Breadth, duration, and intensity give shape to an experience, but what guides our interpretation its meaning—what ultimately leads us to decide whether or not we find it personally relevant and fit—are often often much finer details. If the refinments of an experience aren't carefully designed, the experience may seem disjointed, confusing, even false. Unfortunately, this is a common occurrence. A bank will offer to centralize all our financial needs, but then make us use different account numbers, access different websites, and sometimes even visit different branches to experience their promise of unity. A garden-supply company will emphasize the importance of creating a beautiful environment, but package its products ...