In today's world, differentiating yourself from the competition is no longer as simple as finding the right product to sell, or even the right service to offer around a particular product. The world is instead shifting towards an ‘experience economy', where organisations differentiate themselves based on the experience they are able to deliver to the end-customer.
http://www.itwebafrica.com/companynews/772-sas-institute/241723-delivering-a-new-level-of-customer-experience/
