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Jimi Hendrix was famous for asking that question. I think a lot of companies could profit from the same inquisition. As raised in our 1to1 Weekly story, the question of customer experience and its importance cannot be overstated. The mistake too many compannies make is in equating the customer experience with the retail experience. Big mistake. The customer experience is not just transactional. It is interactional. Every time a customer experiences the brand message, media, employees, contect center and even the sights and sounds of a company, that customer is having an experience. I would bet almost my whole marketing budget on improving that experience. It's the foundation of customer loyalty. If your company doesn't provide a customer experience that reflects some kind of well-thought strategy, don't bother with the meeting about revenue goals, loyalty or all that other fun stuff. Get the experience right first.