What is a great customer experience?
If you build it, they will come. It’s a catchphrase (no pun intended) from the ‘80s baseball movie “Field of Dreams.” If you’re my age (old enough to have seen the movie in the theater, young enough to remember), you’ll never forget the dreamy look on Kevin Costner’s face as a whispery voice tells him, “If you build it, he will come.” The sentiment has since been modified to “they will come” and has a different connotation than constructing a baseball diamond in an Iowa cornfield. The trick is deciding what to build and who you want to come. This was the topic of Widen’s keynote presentation for the BMA Milwaukee Marketing Visionaries conference at the end of August.