【R9】 CUSTOMER EXPERIENCE IS THE INTERNAL AND SUBJECTIVE RESPONSE CUSTOMERS HAVE TO ANY DIRECT OR INDIRECT CONTACT WITH A COMPANY. 【R6】______INDIRECT CONTACT MOST OFTEN INVOLVES UNPLANNED ENCOUNTERS WITH REPRE-SENTATIONS OF A COMPANY'S PRODUCTS, SERVICES,OR BRANDS AND TAKES THE FORM. OF WORD-OF-MOUTH RECOMMEN-DATIONS OR CRITICISMS, ADVERTISING, NEWS REPORTS, REVIEWS, AND SO FORT H. SUCH ALL ENCOUNTER COULD OCCUR WHEN GOOGLE'S WHIMSICAL HOLIDAY LOGES POP UP ON THE SITE'S HOME PAGE AT THE INCEPTION OF A SEARCH,OR IT COULD BE THE DISTINCTIVE 'POTATO, POTATO 'SOUND OF A HARLEY-DAVIDSON MOTORCYCLE'S EXHAUST SYSTE M. 【R7】______ THE SECRET TO A GOOD EXPERIENCE ISN'T THE MULTIPLICITY OF FEATURES ON OFFER. MICROSOFT WINDOWS,WHICH IS RICH IN FEATURES,MAY PROVIDE WHAT A CORPORATE IT DIRECTOR CONSIDERS A POSITIVE EXPERIENC E. 【R8】______A CUSTOMER'S EXPERIENCE WITH AN APPLE DEVICE SUCH AS THE IPOD BEGINS WELL BEFORE THE PURCHASER TURNS IT ON PERHAPS BECAUSE OF THE DANCING SILHOUETTES IN THE TV ADVERTISEMENTS. FURTHERMORE, THE ORIGAMI-LIKE(AND RECYCLABLE)PACKAGING ENFOLDS THE IPOD AS THOUGH IT WERE A FABERGE EGG MADE FOR A CZAR. A SMALL STICKER, 'DESIGNED IN CALIFORNIA, MADE IN CHINA, 'COMMUNICATES THE MESSAGE THAT APPLE IS FIRMLY IN CHARGE BUT ALSO INTERESTED IN KEEPING COSTS DOW N. EVEN WINDOWS USERS APPRECIATE THE DEVICE'S INTUITIVE, MAC-LIKE FEEL AND FIND THAT DOWNLOADING TRACKS FROM ITUNES IS EASIER THAN BUYING A CD ON AMAZO N. 【R9】______ A SUCCESSFUL BRAND SHAPES CUSTOMERS' EXPERIENCES BY EMBEDDING THE FUNDAMENTAL VALUE PROPOSITION IN ALL THE PRODUCT'S FEATURES. FOR BMW, 'THE ULTIMATE DRIVING MACHINE'LS MUCH MORE THAN A SLOGAN;IT INFORMS THE COMPANY'S MANUFACTURING AND DESIGN CHOICES. 【R10】______BMW WOULD NOT CONSIDER DEVELOPING SUCH A FEATURE UNLESS IT AMPLIFIED RATHER THAN DIMINISHED THE DRIVING EXPERIENC E.