Every experience matters...and don't take my word for it

I’m regularly going on about the importance of brand experiences and the need to pay attention to every touch point. From airports to luggage to the police to hotels to airlines, I have taken plenty of organisations to task for their behaviour in the past couple of months.

So it’s great when someone far more credible than me makes the same point powerfully. Seth Godin’s post here about his melting kettle is another great example of how so many companies fail to get the customer experience right.