When ‘extraordinary customer experience’ is a sign of the times, it’s a sign we’re in trouble

When a term shifts from business jargon into the popular vernacular, a risk emerges, and brands of all kinds need to be wary of it

I was there in Las Vegas when a standards body announced the name “Wi-Fi” for the first time. I was briefed about the Internet of Things long before it became a thing. I have helped explain “cloud computing” to audiences that range from chief financial officers to small and medium-sized business owners.

Compared to those terms, “customer experience” is a lot less difficult to get across. This is in part because it’s based on two pretty commonly-understood words, even then they’re put together.

That’s also a part of the problem for organizations that want to use customer experience as a competitive differentiator.

Although I’m far from the first to point this out, I felt like I encountered a tipping point of sorts when I took my family out for a walk this past weekend and saw this:

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