I often tell people that I’m passionate about designing value exchange, and I am often met with blank stares. Here’s why this little-known but powerful principle matters.
At every encounter between your brand, business, product, or service—across channels and over time—you have an opportunity to capture value from and/or deliver value to your customer. Value exchange is the idea that every encounter should involve both delivering and capturing value. Customer experience (CX) is actually the experience of value exchange.