June 23, 2025

The Vast Misunderstanding of Customer Experience & Using its Psychological Definition to Create a Famous Brand that Goes Beyond the Data Sheet

18 minutes

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Understanding what "customer experience" or "patient experience" truly means might be the most powerful competitive advantage you're overlooking. Despite being a buzzword in businesses worldwide, when asked to define it, most leaders draw a complete blank. This fundamental disconnect prevents organizations from delivering the transformative experiences that turn ordinary customers into passionate advocates.

Customer experience isn't just having friendly staff—that's merely one ingredient in a complex recipe. The true psychological definition is "the totality of cognitive, effective, sensory and behavioral responses of a customer during all stages of the consumption process." This encompasses every single touchpoint before and after purchase. While hospitality skills and customer service are components, neither captures the comprehensive journey that shapes how people perceive your brand.

The most successful businesses—from five-star hotels to Michelin restaurants—understand this distinction. They don't obsess over financial metrics; they obsess over creating exceptional moments at every interaction point. This mindset shift produces remarkable results: when you focus on crafting extraordinary experiences, sales and referrals naturally follow. The organizations fixated on experiences consistently outperform those fixated on numbers.

This same principle applies equally to employee experience. Your team members experience a journey with touchpoints before and after being hired, each one shaping their engagement and performance. The culture you create directly impacts how well they'll deliver exceptional customer experiences when nobody's watching. True leadership means mapping these journeys, identifying every interaction, and finding ways to make each one uniquely valuable.

Ready to transform your approach? Map every customer touchpoint, evaluate how each compares to competitors, and remember that regardless of your industry—you're in the people business first. Join us at our upcoming Nashville event to develop the skills needed to implement this experience-focused mindset across your organization.

Welcome to the Brian Wright Show, a podcast downloaded in 127 countries. This podcast, formerly known as the New Patient Group Podcast, is dedicated to entrepreneurs, their team members and their families but for anyone wanting to transform their life, career and/or business in the new economy.

The Brian Wright Show Podcast is hosted by globally renown motivational speaker, business consultant and life coach, Brian Wright. He is a trusted consultant and speaker for some of the biggest name entrepreneurs and corporations in the world, including AlignTechnology, the makers of Invisalign. He has been featured in Forbes, CNBC and The National Journal. He is currently the Founder & CEO of New Patient Group and also WrightChat. He is married and has two children.

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By Brian Wright

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