When it comes to creating a memorable customer experience - car companies recognise this and do it well. When you are in the market for a new car you start by entering the sparkling, modern showroom packed with their best highly polished vehicles – that’s the visual appeal. You walk up to one of the cars on show and lean through the open window to take in that inviting scent of a fresh, new car – that’s the smell.

Next the salesman comes over, opens the car door and gets you to sit inside. You sit back in the plush leather seat and wrap your hands around the steering wheel - now you are experiencing the touch. The salesman starts up the engine so that you can hear the purring of the V6 motor and turns on the integrated, six speaker music system – now you’ve experienced the sound. Finally, you are invited into the office to enjoy a freshly brewed cup of coffee and discuss the attractive finance options – so there’s the taste. 

Whether you decide to buy the car or not you will remember the customer experience you had for a long time as all of your five senses were stimulated.  It works the same as well in reverse though – just imagine what your experience would be like if the showroom was old and dusty, the place smelt musty and the tea tasted awful?