The Madison, a historic hotel overlooking the Mississippi River in Memphis, Tennessee, was rebranded into a modern hotel. It was, in some ways, a sad event. Memphis is the birthplace of the blues, and the Madison was my introduction to the powerful music of helping customers co-create their own experiences. My first Madison guest room sported an electric guitar with instructions on how to play it. With the headphones provided, you could be Elvis, Johnny, or B.B. all night long.

Today’s customers are less than thrilled with service experiences that are merely good. They want experiences that are happenings—enchanting subject material for a cool story. They want immersion experiences that they help create, not just receive. They want occurrences laced with entertaining diversity, partner-like equity, and active inclusion. You capture your customers’ devotion when you help them color their own experiences. And the more magic you can foster through the “experience artifacts” you provide, the more intense their advocacy. Here are three principles for giving customers “crayons” to help decorate their experiences.

 …