For years, Forrester has been talking about customer experience in terms of a pyramid. While Forrester defines customer experience as simply "how customers perceive their interactions with your company," we also subdivide this overall experience into three key aspects. First, and the base of the pyramid, is that an experience must meet a customer's core needs. Next, it must be easy for them to accomplish their goals. And last, and most difficult, the experience should be enjoyable. If an experience isn't inherently something that actually can be enjoyable -- think renewing your car insurance -- then the top of the pyramid is about creating delight from an experience that could be really awful.
It's this last element I want to focus on, by way of a story. Recently I was going to be presenting at a conference overseas, and though I travel extensively around Asia Pacific, I had not yet visited this particular country. But the consulate for that country in Australia (where I live) requires business visitors to apply for a visa in the old-fashioned kind of way -- standing in line with an application (even if you filled it out online), your passport, and payment for the visa.