The customer experience tsunami

Why do Dell Computers have signs around their Round Rock offices near Austin, Texas stating ‘Customer Experience — Own It’? Why do Starbucks talk about the ‘Third Place’ when they sell coffee? Why are we seeing the growth in positions with the words ‘Customer Experience’ in their job title? What do Harley Davidson sell? Bikes, or the ability for 40-year-old accountants to dress in leather and frighten people? Why are Hilton Hotels redefining what their hotel rooms are about? Why have we seen a rise in ‘themed’ restaurants like the Hard Rock Café, Rain Forest Café, Bubba Gumps and Planet Hollywood? Why are a number of people starting to say, ‘The customer experience is the next competitive battleground’?