A Customer Experience Expert Practice: Know Your Brand's Storyline, Then Set The Scene

The discussion among customer experience experts and consultants often turns to individual details that make up the customer’s so-called journey. If you're in charge of crafting your own customer experience at your company, brand, or division, I want to caution you to not let this detail-orientation get you off track: Though I applaud attention paid to all the details that, together, create the customer experience, it's also important to be aware of what those details are working in service of, which should be the feeling that they, together, create. This is what I call setting a scene, a scene that supports the storyline, the plotline, of your business.