by Noreen Seebacher, CustomerThink (excerpt) 

‘Good Experience Grabs Customers’

No one understands the business imperative of creating meaningful experiences better than Brian Solis, futurist and author of X: The Experience When Business Meets Design.

He explained:

“Experience is something you feel, something you sense and interpret and, more importantly, what you commit to memory, either good or bad. You won’t remember those moments otherwise. Brands don’t know their customers and how they’re evolving. To truly embrace human-centered design, brands must think beyond the traditional quarterly focus and think about what matters to ‘humans.’ The most successful brands in experience design prioritize people (of course) because otherwise, nothing else matters in the long-term.”

Good experiences grab customers. Bad experiences push them away. It’s that simple — and that complex.

Solis defines empathy — the ability to understand and share another person’s feelings — as the secret ingredient in creating meaningful experiences.

“Seeing the world through the eyes of others gives you a competitive advantage because so few businesses truly have a disciplined method for doing so.”