経験とは？

Experience Thisの要約。
経験マーケティングに皆が飛びついたが、その本質はまだ分からない。

Dev Patnaik, cofounder of the consultancy Jump Associates, remembers getting a rush when he first read The Experience Economy, the book that helped put experiential marketing on the map. That was five years ago. These days, however, he's a little down on the word experience.
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"Everyone has jumped on the bandwagon and [the term] is used so much, I don't get what it means."

課題は、経験マーケティングの信頼できる定義がないことだ。それを尋ねた時に、感情に対するインパクトの重要性や期待を越える必要性が言及されるか、あるいは具体例が取り上げられるかだ。
ただし、具体例は何も明らかにしてくれていない。経験の領域に入ったという具体例を取り上げたとき、どこで顧客サービスや製品開発が終わり、顧客の経験というものが始まるのかを語ることはよりいっそうむずかしくなる。

The problem is that there is no single, reliable definition of experiential marketing. When asked to define it, many consultants will mention the importance of an emotional impact or the need to exceed expectations—goals that are not necessarily exclusive to experience. Other consultants say they know it when they see it and cite the more obvious examples in retail, such as REI's climbing wall. But those examples illuminate little, since retailers have been creating consumer experiences ever since the Macy's Thanksgiving Day Parade. When yogurt packaging or an extra link on a website are vaulted into the realm of experiences, it becomes harder to say where customer service or product development end and experience begins.

的を射ていて、以下の表現はなかなかいい。

Adding to the confusion, says Patnaik, is a corporate Oz complex. He says many believers of experiential marketing think they can "take a customer, put them on their roller-coaster ride, control all of their senses and thereby make them think and feel whatever they want them to." That's not experience, he adds, "that's just ridiculous."