By Dean Horsfield The idea behind creating a highly functional customer experience appears to be simple enough: Process, Product, and Price are three pieces of the puzzle that for years created the best customer experience. Process: Brands need friendly customer service, an easy to navigate website, and industry leading technology; Product: They also need a roster of unforgettable and must-have products; Price: And let’s not forget that by offering the lowest possible price you can put a lot of smiles on people’s faces. But what’s missing for many companies is that fourth piece—an often elusive element: Purpose. Now more than