Risk & Business Magazine CMW Spring 2017 | Page 11

CUSTOMER EXPERIENCE
allows you to build unique and memorable
moments. However, an ‘Experience’ is
still too big, too macro. We need to break
down what an Experience is. A brand
experience is the sum of ‘Experiential
Interactions’ your Customers have, that
leave an impression. Therefore, the focus
needs to be on ‘Experiential Interactions’.
‘Experiential Interactions’ are all the micro
moments during a Customer’s interaction
with the employees of the organization.
EXPERIENTIAL
INTERACTIONS’
ARE UNIQUE
MEMORABLE
MOMENTS
‘EXPERIENTIAL INTERACTIONS’
‘Experiential Interactions’ should not add
cost or complexity to your organization.
‘Experiential Interactions’ are what we
call low-hanging fruit. When a company
considers implementing ‘Experiential
Inte