I love the way my wife Blake Morgan talks about customer experience. She says that we need to figure out how we can make our customers’ lives easier, even if that means our lives get a little bit harder. But what happens in most organizations is the exact opposite. We are willing to make the lives of our customers harder so that we can make our lives a little bit easier. We need to flip that around. The fact is that customers are willing to pay more for a great experience. Psychologist Thomas Gilovich looked at how our satisfaction changes depending on if we invest in physical goods or in an experience. What he found is that over time, if we buy a physical good, our satisfaction levels go down, but if we invest in an experience, over time our satisfaction levels go up. Clearly, this idea of creating experiences and serving customers has a significant impact, not just for our customers, but for the bottom line for our organizations. This episode is brought to you by my friends at ServiceNow, a software company that makes the world of work, work better for people by delivering digital workflows that create great employee experiences, and unlock productivity. If you or your company is looking to transform old, manual ways of working into digital workflows, then you need ServiceNow. They are trusted by over 6,200 enterprises customers, Check them out here.