Behind every great customer experience is a tight coupling of product, service brand expression and business system. Designing for business - both the product and the message that go with it - is essential because a great experience should not be a veneer or hollow shell built to disguise an otherwise unremarkable product or service. A customer experience is the sum of many things working in concerto to create something true, authentic,, and compelling. User delight must be designed into every element. Not just the user-facing offering , but the product line, information systems, service and support, marketing communications - everything that will influence what customers hear, see, and feel.
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