Okay, so the experience matters. Now what?

It's time to turn that cash register into a (Superman) cape: Define the experience your audience wants. Measure the experience they (not employees) say you deliver. Use these experiences to inspire others. The goal for you and your team is to:

1. Define customer challenges, and then the experience(s) employees can create (during any transactions) related to solving them.
2. Measure the user experiences through traditional methods (surveys, online polls, etc.) and non-traditional approaches (storytelling, staff complements, event creation/participation, etc.) as well as through the use of social network monitoring tools that are discussed later in this book.
3. Find ways to inspire audiences (customers, co-workers, family members) by sharing these experiences and the impact they have had on others.

If you answer honestly, you can gauge if you and your organization are creating an atmosphere better suited to someone with the personality of a cash register or a superhero. Now it’s up to you to decide if you need to take a victory lap or re-dedicate yourself to the challenge of creating more meaningful customer experiences.