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.

This differentiation is important in Customer Experience Management especially when mapping our customers’ journeys. All contact points between the customer and the company should be captured, then the journey should be reduced to the most relevant parts. Not all points have the potential to be remembered and it is very important to concentrate on the contact points with the highest potential to be remembered.

A popular question to outline the difference between “experience” and “memory of this experience” is the following: If you were to know that the day after a holiday, all your memories of it would be gone, would you invest the same amount of money in this trip? Nobody would say yes. Memory wins against experience.