To understand the man, you must first walk a mile in his moccasins.
–Native American saying (adapted from a poem by Mary T. Lathrap)
The primary reason why most people in business don't know how to deliver a great customer experience is they've rarely experienced it for themselves. We generally engage in reasonable transactions and we sporadically deliver good service. But the experiences that are worth repeating and worth sharing are few and far between because we train merely for the transaction and the strong service delivery. To actually delight and connect with a customer requires a deeper understanding of them, and few companies know how to do that well.
“You don't understand,” the exasperated ...