This Sunday, my friend and I took an NYC Ferry one stop up the East River, then turned around and came back. It was a gorgeous day and we just thought it would be nice to be out on the water.

When we got back, we talked about how lousy the NYC Ferry app is as well as the signage at the landings and why the city and/or the Metropolitan Transit Authority (MTA) lag behind in creating what I'll call good experiences for mass transit riders.

Here's what I decided was probably a key issue: Lack of the right kind of research and customer involvement.

Good experiences can be designed by any size or type of company or organization.

As long as that's their goal.

If you're simply interested in getting something out there or in creating something you believe is good, then you'll also need a bit of luck to create something others view as well-designed.

As a customer experience expert, I was often hired to replace systems and tools that had been designed to make life easier for customers or employees or patients that simply failed because no one had bothered to ask their customers, employees, or patients what they wanted or needed and what made sense to them.

I know I've talked about market research before and the need to go out and talk to your target audience.

I'd also recommend you invite them to poke around your stuff, test out your products or services, pilot your courses, and solicit their honest feedback and input.

Beyond significantly increasing the likelihood of creating something truly good and useful, you'll also gain their investment in your success, which is something money really can't buy.

This is a process called "co-creation."

And, when correctly implemented, it's a powerful way to build and grow while keeping your customers at the heart of your strategy.

Want some help creating a winning customer experience? Grab a spot on my calendar.

If you missed it, check out last week's message on selling through attraction-based marketing.

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