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I had to think about it a little, Jay. Customer experience is all about how the content (product, service, delivery, etc.) makes us feel. Context plays a role in that, too. For a store, it is the ease with which we navigate the narrative - Anthropologie does that very well, for example. But our buying experience also depends on how we feel as we enter the store as well. If someone is the mood to buy an item they envision and they cannot find it - or something similar - the may walk out empty-handed. Is that a good or a bad experience? It depends.

Great leasson (and content) Valeria. I think your blueprint can be applied to in-store customer contact too. Isn't the customer experience all about content?

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