Authenticity and Fluency: A case against Exquisite Customer Experience

Nowadays, customer (user) experience designers’ mantra is a quest for achieving excellence. This takes various verbal forms such as “customer obsession”. But, customer experience doesn’t need to be great, fabulous or exquisite. Customer experience needs to be authentic, fluent and, for the most part, invisible. I’ll talk about invisibility in a future post. Customer experience needs to be authentic – in the sense that it is what people expect it to be, not what they would ideally wish for it to be “in a perfect world”. Literally next bloc from where I live, there is a garage – Tony’s Auto Service. To the untrained eye, Tonys (misspell intended – see picture) might seem an uninteresting neigh

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