Walk into two stores selling similar products at similar prices. One feels easy to stay in. The other somehow encourages a quick exit. Lighting might look comparable. Layout seems fine. Staff are equally polite. Yet the difference is real.Often, the missing variable is sound. Customer experience discussions usually focus on visuals and service training. Audio tends to sit quietly in the background budget, reviewed only when something breaks. This blind spot persists even though sound influences behaviour in subtle but measurable ways. At the surface level, most businesses assume that as long as music plays and announcements are audible, the job is done. That belief overlooks how the human brain…