Josh Linkner from Detroit Venture Partners penned an article for Forbes magazine on why he believes that Customer Experience is the new battleground.

He goes on to recommend the five-senses experience audit as way of creating a great customer experience.

A brief excerpt from the article - 

A good starting point is to experience your offering from your customer’s perspective – not just the product or service itself but every touch point surrounding it. To craft an ideal and competitively stronger experience, you need to examine the details of your whole company’s interaction with each customer’s five senses, which is why I highly recommend a five-senses experience audit. Take a look at each possible touch point and deeply examine the sensory experience you deliver. 

The full article can be read at: 

http://www.forbes.com/sites/joshlinkner/2014/07/24/customer-experience-is-the-new-battleground/