The Innovative Customer Experience Appetizer

Walk in a theatre for a Broadway play in New York and the appetizer you are given between the ticket counter and your seat is the Playbill. It not only is a tool to tell you about the plot and characters, it sets the mood for what you are about to see and hear. Walk in an upscale restaurant and you are likely to get “compliments of the chef,” a tasty appetizer preparing you for the meal you have just ordered.

Appetizers are aimed at stimulating the desire for more. In the early days of the Rin...