The ability to create an "Experience" is what transforms merely average companies into great ones.
An experience is a particular instance of personally encountering or undergoing something. In this context, the "something" is holistic, total, encompassing, transforming and emotional. Providing a service is just a transaction - good, bad or indifferent.

For example, ordering a white Styrofoam cup of coffee from Joe's Donut Shop is a relatively uneventful transaction when compared to the experience of savoring a Caffé Americano from Starbucks. An experience is an event... an adventure... a happening... a soul-jogging spiritual phenomenon. It has a beginning, a middle and an end. An experience leaves an indelible memory and provides material for thousands of conversations.