Chain of experience
How do we wow customers at all contact points along the journey (e.g. flight), so that they actively recommend the company (e.g. airline)?
How do we inspire customers (e.g. business travellers) in the appropriate context through interaction with a product or service (e.g. smartphone app)?
How do we optimise the user interface so customers reach their goal (e.g. mobile check-in) in an effective, efficient and satisfying way?