Delivering Competitive Edge

This is a short paper I published in 1995 on customer experience design with my colleague Mike Atyeo. I thought I would publish it for historical interest, as there are a lot of articles about how customer experience design is the new thing. Well the top businesses and organisations have always been focused on the customer experience, and in the 1990s I was part of a pioneering group attempting to take it up a level by integrating the science of human factors with the discipline of marketing.