Watch this video of Daniel Ord explaining the importance of customer perception, with a special emphasis on the Customer Experience Pyramid (Meets Needs … Easiness … Enjoyable). Actually, by using a very real (and also quite enjoyable) example of his mother-in-law visiting German wineries.
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A truly outstanding article that I would like to share with, providing a brilliant overview of the topic, including a series of real-life cases, pratical recommendations to avoid failure, and a list of valuable references.