Customer Experience and Business Models

Comprehensive customer experience is the ultimate differentiator in competition. No single individual factor can explain the success of Dell, Apple, the model-T Ford, or IKEA.

Customer experience is more than just the feel, look or usability of a product. It is an entire spectrum of feelings, emotions, and physical and psychological responses.

A business model defines how a company organizes itself to deliver those experiences.

Morris takes a system point of view: a company is a part of another system, a business ecosystem called "markets". That, consecutively, further belongs to a larger ecosystem known as "the economy".

This is how customer experience, business model and business ecosystems relate to each other like interlinked rings.

Like everything else, a business model has a limited life. Replacing one is not easy, because it requires radical changes in thinking and logics. Most attempts will fail. With careful planning and timing it is nevertheless possible to get organized for the change.

Even so, it is not realistic to constantly renew inside-out, so a model must anyway be resilient.


Business model innovation is interdisciplinary by nature. It calls for product and service offering adaptations, product technology adjustments, and executing changes.