ABSTRACT
Service universality and service personalization must coexist to meet the demands of human behavior, choices, and interests (unique to every user) over a foundation of service interoperability and service expectations (nonunique to every user). Historical product and service trends have typically adopted a monolithic perspective of experience; if it is good for one user, it should be good for all, an inflexible and limiting view. Rigid objectives, behaviors, and benchmarks, for service experience, in this context, are insufficient.
