18. Create Unique Customer Experiences
One of the most interesting and creative ways successful companies create competitive differentiation is by creating unique customer experiences. Peter Drucker said, “The aim of marketing is to make selling superfluous.” In today’s market, this could be updated to: “The aim of great customer experiences is to make marketing superfluous.”
Perhaps the best expression of this is the growing trend of customers taking a more active role as co-producers in experiences. For example, Nike’s web site allows customers to custom design their own athletic shoes based upon individual preferences. Oakley sunglass fans can design and order their own shades on the company Web site.
Converse has been selling shoes for decades. ...
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