"Companies need to throw out the notion that they can control the customer experience, Kolsky states. Customers create their own experiences. They do not wait for companies to tell them how to do it; they push companies to enable them to do what they want. Companies must transform their businesses and get out of the way so customers can create their own experiences; this is the true definition of customer experience. It is about building the infrastructure that allows customers to do whatever they want to do, through whatever channel they choose to do it."
Os clientes criam a sua própria experiência.
As empresas produzem, fornecem, os recursos, os instrumentos, que os clientes vão utilizar para criar a experiência que procuram ou valorizam.
As empresas podem ajudar os clientes a encontrar alternativas mais positivas para chegar às experiências que eles definiram.
Trecho retirado de "What Is Customer Experience?"