A company can determine if its product is just a commodity or an experience by analyzing its customer base and their interaction with the product. If the majority of the customers are using the product for its functional value, then it's likely a commodity. However, if customers are deriving emotional or experiential value from the product, it's more than just a commodity; it's an experience. For instance, Rawlings, the exclusive baseball manufacturer to the Major Leagues, realized that most of its customers aren't Major League players, but people who enjoy baseball and a good game of catch. This indicates that their product is not just a commodity, but an experience.
By customizing each part of a customer experience, a product or service increases in value. Using ke...
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