Time and time again history has shown us that often the most successful businesses in any category produce things that provide an exceptional user experience. It is usually through a combination of quality, design, service, and purpose. Just look at Apple's iPhone - It was a complete newcomer to the mobile phone market but it's focus on user experience through design and innovation took the world by storm. They reinvented the mobile phone industry. Besides attention to design and usability, a great user experience depends a lot on an organization's personality. Good user experience is not just about the tangibles, it's about attitude and culture. Apple is known for their hip and anti-stuffy personality that appeals to the creative and fun side of people. Apple markets a lifestyle and this underpins their entire user experience.
I once had an Accounting professor in University that said when it comes to business "Cash flow is more important than your Mother". The provocative nature of the statement always stuck with me and I strongly believe the same thing can be said of user experience not only for websites and products but for marketing a business in general. If you are devoted to creating an exceptional user experience then it starts with the tone, personality, and attitude you want to convey. Businesses are not machines, they're made of people so let their light shine through. People buy from people they know, like, and trust so it's important your company appears human. It's important to make things fun, interesting, and engaging. Pay attention to the details and create something memorable.
What is the user experience your organization provides? Does it respect your audience's needs and treat them like a human or is it cold and "corporate"? Marketing really needs to lead the charge in advocating for an exceptional user experience. It's easier said than done, but it starts with showing some personality and treating others how you would like to be treated. If you're not able to have fun then it's time to do something else.
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