Seth Godin once again has a provocative post about our feelings vs. actions.
How’s this for a 98% rule: By a factor of three, what you do is not nearly as important as how it makes people feel.
The customer experience is all about how the customer feels while experiencing your company (and not just the product or service). Experiences are made up of feelings. That is why I think we keep photos around – not to reminder of us necessarily of the actual rides at Disneyland or the actual Tomb of the Unknown Soldier
– we keep photos to remind us how we felt at that moment. Feelings are more powerful.