Providing services is different from goods and so is providing services with experiences. Many traditional professional service firms are failing to understand the concept of 'creating experiences'. It is still considered an after-thought and simply wrapped around existing services that are currently on offer.
The transition for professional services brands to 'provide an experience' versus 'selling a service' is particularly difficult for established companies. Excellent services, marketing, and delivery are all part of an integrated approach.
The question is when and how do these professional firms take the leap?
