I like the metaphor of a theater play to explain shift of mindset needed from designing experiences to designing FOR experiences.
A drama has 4 key elements: the actors, the audience, the physical settting and the performance itself. While one can control the actors and the setting, its the audiences individual interaction with these two elements which will create the performance, thus the experience.
Nevertheless the deliberate design of these two elements can evoke certain customer interactions and therefore influence his or her experience. It becomes thereby crucial to know which elements influence the customer experience and which can be influenced.