It’s unmistakably clear to anyone running a business that all roads lead to customer experience. How people perceive your products and services - and how they view your brand - determines whether they buy from you and remain customers.

The challenge is to understand what factors define a great experience and deliver on the proposition. For some people, a great experience may revolve around a product or service that’s cool or fun to use. For others, a great experience involves convenience, including saving time or simplifying life in some way.

But know this: Even a single interaction can alter thinking, feelings, and buying decisions.