There are lots of ways to think about user experience, but one of the ways I like best is how Jeff Bezos describes how Amazon.com treats their customers:
"We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better."
Too often we fall into marketing-speak and use terms like “leads”, “prospects”, and other distancing terms. But the way we talk about things changes the way we act about them.
Invited guests are something unique…they are people who may be strangers but for whom we want to show a really great time because we’re hosting the party.
So a question for this week: Are you talking about your customers in a way that distances them, or in a way that brings them closer?