What’s the right customer experience for your brand?

Sometimes, it seems the answer is companies that deliver hassle-free encounters. (Think Amazon, where you can seamlessly order just about anything and it arrives at your door, or The New York Times, with its frictionless auto-renew process.) Other companies excel by delivering choreographed, immersive customer journeys. (Think about the experience of visiting a Disney theme park, or an IKEA warehouse.) Read more…