The Ritual of Customer Experience

It is the season for rituals. The Christian faith celebrates Easter with Maundy Thursday services, purple draped crosses, sunrise services, and poignant stories of resurrection. Judaism celebrates Passover to commemorate the liberation of the Israelites from Egyptian slavery complete with a Seder dinner that includes a plate filled with symbolic foods along with special readings and ancient stories.

Rituals serve valuable purposes. They provide a storied depth to communicate meaning and purpo...