“It’s easy to forget, in a world of incredible possibility and infinite creativity, the power of simplicity and the importance of a solid customer experience foundation. This is especially true related to online user experience… As we look forward in anticipation of what’s to come, it’s important not to lose sight of managing the founding elements of customer experience.” – Leigh Duncan

Read Leigh’s article “Five Experience Fundamentals” from gotomedia for her proposed founding elements of customer experience.

1. Investing in the customer experience turns customers into advocates
2. It’s not “user” experience, it’s “people” or “customer” experience.
3. Experience design is not about trying to control the user’s experience
4. Remarkable experiences leave a mark
5. Experience should not be sacrificed for growth–it should drive growth