Customers always get more than they bargain for, because a product or service always comes with an experience.
—Lou Carbone and Stephan H. Haeckel,“Engineering customer experiences”1
A mid-July day in sun-baked Istanbul and I’m about to go shopping in the world-famous Grand Bazaar. Before doing so, however, I pause for refreshment in a traditional coffee shop. Its dimly lit, smoke-filled interior is perfumed with the fragrant aromas of sheesha tobacco and sweet coffee. Waiters weave expertly between the low, closely packed tables. In their hands are ornate brass trays, laden with small cups of intensely black Turkish coffee, and hookahs, water-cooled pipes.
As we lounge in comfortable armchairs sipping our ...