Customer-centric companies review brand encounters from many angles, looking for any opportunities to make them more positive. Here's a handy checklist to help think about the different dimensions of the brand experience.

Starbucks creates an agreeable in-store experience by training its staff via Starbucks Experience classes, making the shops welcoming and comfortable and enabling customers to order and pay for their favourite drink in seconds.

What to learn more? Try asking Virtual Dan White.