Organizations don’t think enough about the context in which a customer enters the experience. Most believe that every customer is the same. However, understanding the context in which your customer has your experience is critical to your customer strategy.
Context is everywhere. When I started working in Customer Experience in 2001, people hadn’t thought about the experience economy, the customer experience, or anything else in this area. However, now Customer Experience is the context through which people look at business.
We talk about emotions and the behavioral sciences in a Customer Experience. It’s our lens, our context. We design our content through this lens. It’s our context. Depending upon the customer’s context, you should create your experience around that.