The Amnesiac Customer and the Importance of Emotions

Do your customers remember their recent experiences?  Sometimes, and when they do it’s not always accurate.
 
Does it matter?  Immensely.
 
What makes an experience memorable?  It’s complicated.
 
These are not philosophical issues. In the rush to capture customer feedback at the point of interaction and manage every aspect of every customer touchpoint, it is easy to lose sight that not every experience matters that much and some experiences matter more than others