ABSTRACT
In this chapter, we explore how customer experience designers must balance emotional customer experiences and rational customer experiences to create customer delight. By blending Pine and Gilmore’s experience realms model 1 and the authors’ coproduction experience model, 2 this chapter introduces the memorable experience model, which provides the foundation for this balancing act. In this chapter, we will explore the foundations of human experience; review models guiding the design of both emotional and rational experiences; introduce the four types of memorable customer experiences; and discuss the three key principles for good balance.
