Bruce Temkin and his team are onto something. There are at least 3 core pillars to the customer experience. Many have documented this. Forrester has done some great work on it as well.

They generally follow this model from the customer’s point of view:

• Did it meet my needs (goal)?
• Was it easy to do?
• Did I emotionally connect? For example, was it fun?

According to Temkin, as you can see in the graphic below:

• Only about one in 10 companies is very good at proactively designing for any aspect of customer experience.
• More companies are good at designing for success (completion on interactions) than effort or emotion, but less than half of companies consider themselves good in this area.
• Emotion is the weakest link, as only about one-third of companies think they are good at proactive emotional design.

Source: Epidemic of Emotionless Experience Design | Customer Experience Matters®