There comes a moment where a potential customer makes a decision to engage. They may be just “testing the waters” so to speak.

• In the digital world, we can see this happen in real time or near real time.
• Unfortunately for many companies, this is seen in a linear and transactional way.
• Please be aware that to your connected customer, this is not a transaction.
• In being intentional about our design leads to a journey, we can get ahead of the experience to make sure this first encounter leads to a continued journey.

If the first experience was “Okay”, you may get a second shot. If the second experience is the same as the first, you have lost the battle. If the first experience was just “Okay”, you may not get a second shot. Therefore, it is urgent that the design of the first experience to be stunning and that that experience continues consistently across the many mission opportunities.

It is important to note that your competition is not other companies. Your competition for time may be the blockbuster movie that just came out on Netflix. Your competition for the $50 transaction may be the great sushi meal on Friday night or the book from Amazon.

• How does your digital experience compare to Netflix or Amazon or Twitter or Facebook?
• That experience is your competition. It is urgent that you rethink the design (or lack of design) of the experiences your customers have.

Now is the time. Today is the day.