Chapter 7Customer unspoken experience factorinfluences business successCan customer purchase experience influence business success? In general, we argue that the ability to achieve business success by focusing on the physical aspects of the product, e.g. quality, price or the delivery. We are less considering the feeling aspects of our customer purchase experience. Many businessmen do not understand salespeoples' sale behavior can influence any customer how to feel the brand's products image. Why can influence customer experience bring any business success. Generally, in consumption market, customers have similar products, similr salespeople, similar technology and similar pricing to choose to buy any kinds of products. Hence, how to influence customer experience, will let the customer feels good or bad image to the company as well as repeating purchase choice to the company's products again.Customer expertise means the customer emotion whether he feels good or bad to the brand's product quality, reliability, pricing. It is not just about the company's salespeople services, it is about sales, marketing, web site design, systems, processes and overall staffs performances. Customer experience is differentiating solely on the traditional psysical elements, such as price, delivery, and lead times is no longer a business strategy. The customer experience is that differentiation. What is the best customer experience, e.g. in a shop, on a vacation, at a restaurant, on a flight? Any of these different consumption environment, which will influence any customer feels different consumption experience. However bad customer experiences are easy to produce.A great customer experience can excit good customers' emotion. There are two elements to a consumer experience: The physical and the emotion. We are all human beings: Emotions are constant. They are there all the time. I believe that emotion side of the customer experience is the essence of first direct to compare the price of a product, its quality, the lead times for delivery. For a customer to put eh phone down, or click off the internet and not only know that something has been sorted, but feel good about it. These environment factors can influence the customer's purchase emotion will have long or short time of good or bad feeling to the product, e.g. within a week or two, the food is consumed and that experience has gone. For a car company, the consumer is living with his brand for up to three or four years following the day he bought the car. So, long or short customer emotion time, it depends on whether the product can be used how long. For restaurant example, when the restaurant's competitors can raise similar taste of foods, similar price, similar restaurant environment, e.g. size, location, design. The competitive factor will be emotion factor, how to let its food customers feel satisfactory and comfortable and kindly waitors' serving feeling in order to bring short time good ( positive) or bad ( negative) emotion feeling after every had eatten all foods and prepare to pay money, till to leave the restaurant's whole eatting consumption time. So, it seems that emotion factor can influence whether food customers will repeat choose the restaurant to eat again. If the restaurant can let many customers to build short time good emotion feeling when they choose this restaurant won't loss many old food customers easily. Even they willl help it to persuade their friends to choose this restaurant to eat. Hence, customer serving experience will be one important factor to influence this restaurant's success, when it has many similar food taste, similar price, similar restaurant environment design and locations' competitors existence.