The Clientarium

There’s an aquarium in the middle of one of our favourite Vietnamese restaurants. When we are waiting for our food, I establish that I already know the fish. There are always the same six or seven. I can even differentiate between them. Sometimes I wonder how they see me. Do they recognize me? How do they see the restaurant’s guests and workers? How do they look at the TV, which is on the whole time? How do they experience the picture of their whole world?

Remembering the experience of the customer journey

Pardon me? Triple linking words is too much for my brain to handle, so I’ll quickly forget about it. Forgetting things seems to be a way of filtering our experiences. You can’t remember everything that happens to you as time goes by, some things however stand out. Behavioural psychologists differentiate between the “experience-me” and the “memory-me”. The first one is distinct in the context of daily life and experiences. The second one reacts and decides what is important or worthwhile remembering.


Once you’ve managed to establish the customers’ view of the customer journey (i.e. with their active support), then a few astounding by-products will emerge. One of the most important of these is simplification. A dispute will ignite internally around which of the 550 touchpoints with the customer are less important. In the meantime, the customer will declare that they recognize only 25 points. Already a source of eternal conflict has dried up.