This used to be customer service. Then evolved into customer delight. A step towards this was popularized by Sofitel with Plaisir - doing things that please the five senses - smell, taste, hearing, touch, sight. Total experience
Now this has evolved into upping customer experience. All phases of customer experience with the company must be upped: phone call, messenger, Gmail (are they being answered promptly and courteously) at the bricks and mortar office.
In a supermarket or cafe: you are surrounded by music, well dressed employee, well arranged merchandised goods, and an assault to your senses by newly baked bread and roasted coffee. Who can resist that
Malls have: gorgeous landscaping, nice architecture, air conditioned rooms and offices. Art work and decor.
Truly this must be given attention because Peter Drucker has defined business as an entity " that creates customer" Customer care is paramount. If you neglect customers, then very soon you can be a history.
