Competitive advantage and customer loyalty come from understanding one simple thing - your company exists only to provide value to the customer. Value is created or destroyed with every customer interaction, at every touch point across the company. Competing in the 21st century is about delivering value to your customers consistently across all interactions. This requires a change in perception, a change in thinking, and a change in acting.

The concept of "customer value" must be better understood and expanded. The customer must be considered as a partner and allowed and encouraged to be an active participant in your organization. Employees must learn to deliver great experiences and form emotional connections at every opportunity.

This change doesn't just happen on its own. Change needs a catalyst, and Incite Experiential Design is that catalyst.