There's a difference between what creates experiential value for customers, and what falls under the remit of "customer experience".

Consider a running shoe. A key reason for buying might be comfort, how it looks, etc. These factors are experiential in nature, but nobody says, "I had a great customer experience running in my running shoes." Despite being experiential factors, comfort and style are inherent properties of the product.

Art too is inherently experiential, but nobody says, "I'm having a great customer experience looking at my Van Gogh painting." We say, "I love this painting" - again referencing the product directly.

How about air travel? Here's where things get messy. What's part of the product or service, and what would a CX team be responsible for? It depends who you ask. The destination and price are definitely the product (to me). Check in process? I'm not so sure.

Two key points:

First, acknowledge that not everything that creates experiential value is the domain of CX teams, or you'll end up trying to take over everything, or be reduced to toothless advisors.

Second, decide within your business exactly exactly what you mean by customer experience and what you don't. Without a common understanding you're going nowhere!

See this post on LinkedIn