Why Experience is the Only Thing that Matters

When was the last time you had a truly memorable experience with a business?

Chances are, it wasn’t about the product, but about how they, or the product, made you feel.

People don’t just recall facts; we remember emotions, interactions, and standout moments.

According to a study by Forbes, 81% of customers prefer companies that offer a personalised experience, and 70% say a personalised experience in which the employee knows who they are and their history with the company (past purchases, buying patterns, support calls and more) is important.

That’s why a trip to the doctor can be defined by bedside manner as much as medical expertise, and why a simple gesture, like a handwritten note with a purchase, sticks with us far longer than the purchase itself.

It’s all in the experience.

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The experience gap is where businesses go wrong

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While many companies think that they are experience-driven, in actuality, I’d argue they’re not.

The focus of most companies is on what they deliver, rather than how it’s delivered. And, this can apply to any industry, from healthcare through to local Councils. The healthcare trap is one of expertise - why put value on experience when doctors are noted experts? Similarly with Councils, why put a focus on customer experience here, when changing Councils is a much harder job than switching internet providers?

Trust and loyalty.

For Councils, the “business case” is simple.

A study by Harvard Business Review found that emotionally engaged customers are more than twice as valuable as highly satisfied customers. Businesses that prioritise transactions over human connection risk losing out on loyalty and advocacy.

Whether you’re a health professional, a local Council, or a form of service provider, creating a memorable experience for your customers will set you apart.

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Small touches can have a big impact when delighting the customer

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Delight doesn’t have to be expensive.

And, if we get it right, delight can have a big ROI in business.

We can look at different brands and industries as examples here. For example, Apple’s retail stores have mastered experience design. Customers are greeted and guided from the moment they walk in, making the shopping process feel effortless. If you have a specialist appointment, it's seamless and easy from the moment you book online.

It’s no surprise that Apple consistently ranks among the top brands for customer loyalty.

Let’s switch industries. Airlines that go beyond the bare minimum, were once normality, are now somewhat of a rarity. Take Air New Zealand offering sweets for air pressure comfort, create micro-moments of delight that customers remember for years.

Meanwhile, even traditional industries can create standout experiences. A famous FedEx case study highlights how a lost package—a failure in execution by all means—was turned into a moment of delight.

Despite the mistake, an employee provided daily updates to the customer, ultimately creating an experience so positive that the customer wrote a letter praising FedEx’s service.

Customers don’t expect perfection, but they do expect care and transparency.

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The Future of Experience Strategy

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The best companies aren’t just fixing pain points—they’re actively creating delightful moments.

That’s what we do. We help our clients reimagine the customer and employee journey, turning ordinary touchpoints into unforgettable experiences.

Because in the end, people won’t remember the product.

They’ll remember how you made them feel.

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