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Customer experience is dead! I’m not talking about businesses that only give lip service to creating a valuable experience for their customers. Or about those that put their own interests ahead of their customers’ or even those that treat customers as transactions instead of individuals. Although, as I’m sure you’ve experienced, all of this is often true.

What’s on my mind is something our greatest living psychologist, Daniel Kahneman, points out here. Apparently, each of us has an experiencing self and a remembering self. The experiencing self is the one who lives in the present moment—the one who is reading this sentence. The remembering self is the one who is in charge of memories—and it’s the one who is the boss with a B. Kahneman observes, our memories are all we get to keep from experiencing life so our only perspective is that of the remembering self. But its power doesn’t stop there. The remembering self also makes the decisions about which future experiences we’ll choose. The way it does that is by evaluating our future experience options and then simply selecting the one that’s likely to produce the best memory.

This knowledge has profound implications for business. It compels us to adjust our attention from creating and marketing “the customer experience,” toward creating what I’m calling, Memory Marketing.

I am creating Memory Marketing to help my clients develop memorable customer experiences. This opens up new perspectives for businesses and gives them new ways to transform their customers into loyal advocates.


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