Customer experience is like the layers of a pass the parcel

The offerings made by organizations – the products, physical and digital services 2 we want – are wrapped in much the same way as a children's pass the parcel.

The experience of our offering is filtered by customers’ perception of our behavior, expertise, processes, systems, and tools. They only perceive our solutions through the veils of all these layers, usually starting with the outermost.

The only way to get to the offering you want is through all those layers – they all contribute to your experience.