Most of us most of the time become so obsessed with doing things that we only focus on WHAT we are doing. We fail to focus on HOW part of it.
Even answer to WHAT will not give you the correct answer. Asking follow up question HOW will make the things clear.
We are fighting for freedom is WHAT. It is non violent (HOW) means is what makes what we do meaningful.
We are publishing books is WHAT , we are doing it beautifully is HOW
We are upbringing our children is WHAT , we have learned about parenting and applying those principles is HOW
We are doing our job is WHAT , we are totally committed to it is HOW (or we just do for time pass is also HOW)
We are doing election campaign is WHAT , HOW aggressively or otherwise we are doing will decide its effectiveness.
Customer Experience fails mostly not because product and services are useless or not up to the expected mark. Companies pays attention only on WHAT they are doing and ignoring HOW part completely. Achieve targets come what may results into mindless calls from call center . mis-sell & corruption. Defining and focusing on HOW is immediate priority if enterprise want not only to offer superior customer experience but also wish to become ethical.
WHAT is rational and HOW is emotional. We human being are emotional creatures.
WHAT you do/say goes to head and HOW you do/say goes to heart.
Therefore while designing Customer eXperience companies MUST focus on HOW part of it to connect emotionally with the customers. HOW you make them feel while interacting with your company will decide positive or negative word of mouth (WOM) publicity , possibility of repeat business.
Once you know about WHAT , deciding HOW can make you different.
There are 100 banks in the country but 101st bank can still win just by focusing on beautiful HOW !!!