For decades, the most successful businesses thrived on product innovation as the natural strategy to increase revenues, market share, and loyalty. Fast forward to 2014 and today’s enlightened leaders are achieving success by crafting the entire customer experience–shaping, innovating, branding, and measuring it. They are mastering a new discipline we refer to as “experience innovation” by going beyond the discrete product or service to reimagine the customer journey. The result yields new, unexpected, signature moments that delight customers and create significant opportunities for new growth.
Read the full article on Fast Company Designs website.