Human Experience is Greater Than Customer Experience

Businesses that focus only on customer experience may be missing a significant opportunity to connect with people on a deeper level. We don't pour that delightful first cup of life-giving coffee and think, "I am the end user of this coffee." So why does the business world insist on grouping--and trying to understand--people as customers when, before anything else, we are human? We are messy, inconsistent, and, perhaps most of all, emotional--and it's time for businesses to acknowledge, respect, and account for this. The fields of philosophy, religion, social science, psychology, biology--and yes, marketing--have spilled much ink defining what it means to be human.