Using Story to Weave Emotionally Engaging Customer Experiences
At the movies (from the movie Amélie)  Customer experience is
the result of any direct or indirect interaction with an
organization as perceived by the customer. So arguably the most
important aspect of customer experience management is designing
these interactions. While organizations are beginning to
understand the importance of creating positive and consistent
customer experiences across channels, interactions are often
managed by departments individually, which results in incoherent
overall customer experiences. Using the power of storytelling,
organizations can create not only more seamless cross-
departmental interactions, but create more emotionally engaging
customer experiences.  An interaction is when a customer
encounters any direct or indirect organization touch-point. An
interaction also refers to the sum of individual interactions
during one dealing, or transaction, with an organization. Buying
a product in a store or online for examp