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Delivering on an expectation is no longer enough. I go to a store, buy ice cream, pay for it, go home, and devour the quart. I feel good but what about everything prior to my consuming chocolate fudge brownie ice cream? It sounds pretty nondescript. What could have been different?

I could have been offered the opportunity to sample the product or been advised what might be a complimentary item like hot fudge or whipped cream. Then I could have been told about a complimentary flavor that would go well with chocolate fudge brownie like vanilla fudge ripple. In that way, I would have purchased 2 quarts versus just one. Yes, it might have taken an extra 30 minutes to eat both but it would have been worth it!

This would have completely changed my shopping venture. I would become curious about what the store representative personally recommended for me. My experience would have gone from a chore of just shopping to an experience of selecting a treat including ice cream.

This new experience would have engaged me in the process of buying a product and now I would not be able to buy ice cream without this process of engagement. Since my favorite store has included me in the process, I have become a loyal customer and so have my friends.