Why do you do what you do? What do you do to benefit your clients? How are you considering your customer needs before they have become a customer? This is a recording part of an online training series prepared and delivered for Murray Regional Tourism. Here is an overview of what we discover: 1. The evolution of customer experience from word of mouth to the digital era looking at the latest research of how consumers search for travel 2. Delivering world class experiences by looking at world class examples 3. Customer perception business - creating empathy, compassion and gratitude 4. Customer Service Vision