[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2019\/12\/17\/experience-economy-requirements\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2019\/12\/17\/experience-economy-requirements\/","headline":"Twitter agrees: The Experience Economy requires connection","name":"Twitter agrees: The Experience Economy requires connection","description":"CX and connection, rather than manipulation of emotions to sell, is where our culture is headed. Brands that pivot to fit with that consumer expectation will win in revenue and employee retention.","datePublished":"2019-12-17","dateModified":"2023-01-25","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/tracey-wallace\/#Person","name":"Tracey Wallace","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/tracey-wallace\/","identifier":367,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/21377d3250d3cee37a219265f855ca86717424033839661349c4b6845d2250cc?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/21377d3250d3cee37a219265f855ca86717424033839661349c4b6845d2250cc?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2019\/12\/customer_experience_requires_connection.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2019\/12\/customer_experience_requires_connection.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2019\/12\/17\/experience-economy-requirements\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/employee-engagement\/","name":"Employee Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Employee_engagement","http:\/\/www.wikidata.org\/entity\/Q14937678"]},"Employee Experience & Engagement",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/purpose\/purpose-general\/","name":"Purpose","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Purpose"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/sustainability-in-business\/","name":"Sustainability in Business","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Sustainable_business"]}],"wordCount":1042,"keywords":["Customer Experience | CX","Experience Economy"],"articleBody":"\u201cIs it just me or has Black Friday turned into Black November?”\u00a0It\u2019s not just you, Richard. Black Friday \/ Cyber Monday deals began hitting the email inboxes of consumers as soon as the clock struck midnight on Halloween. Those deals prompted many to question the motives of brands \u2013 is this the big deal, or am I going to be upset if I purchase now and you have an even bigger deal on Black Friday or Cyber Monday?This isn\u2019t the first time consumers have questioned the motives of brands.More and more studies on millennial and Gen Z buying behaviors show that these consumers care about the points of view held by the brands they give their dollars to.\u00a0This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowOur latest #CXTweetchat focused on this new era of the consumer and what it means for the coming decade. Yes, emotional triggers have long driven brand sales, but in 2020s and beyond, true connection will win consumer trust, affinity, and repeat sales.\u00a0To better understand the decade of holistic customer experience before us, we took it to the Twittersphere. There, we wanted to know:Which companies are ahead of the game and already doing this well?What has changed in the last decade that has made customer experience a true c-suite focus?How will brands market BFCM (Black Friday \/ Cyber Monday), and will they focus on CX?What will change in 2020 and beyond?\u00a0What does the future of customer experience and emotional intelligence look like as we market to a new generation of savvy and passionate consumers?For brands that are already doing it well, it was a mix of newer direct-to-consumer retailers like Everlane and TOMS, the latter of which was one of the first brands to focus heavily on philanthropic causes. They are now changing their practices, though, based specifically on feedback from their consumers.\u00a0This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowOther brands that made the ahead-of-the-game cut were Disney, Apple, and Levis – brands that have built long-term reputations on the back of CX as a customer expectation.\u00a0This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowThe customer expectation economy has shiftedThe biggest change highlighted by those in the Tweetchat over the last decade is a shift in what consumers understand they are buying.\u00a0This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowIn the last decade, the rise of service companies like Uber and Lyft, or AirBnB were cultural examples of a shift from a product economy to service economy.\u00a0Now, another shift is occurring \u2013 from service economy to experience economy, with products as an add on. Just look at brands like Recess, a CBD drink based in New York. In their first year, they also launched a physical space in the city where consumers could come to hang out and relax. Buying the product is a secondary CTA. AdWeek called it as \u201cPop-Up Oasis for Creatives.\u201d That\u2019s the experience economy in play.\u00a0This same experience economy will pop up more and more, especially during this year\u2019s BFCM. REI was the first to capitalize on it with their #OptOutside campaign. These days, there are entire brands and agencies dedicated to this mentality of play first, work second.This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowBut the decade of customer experience will require more than what we currently see. It will require a holistic approach to CX, beginning first with employees and their departments.\u00a0This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowBattling distractions & measuring CX outcomes\u00a0Consumers deal with constant distraction:\u00a0Never-ending advertisements on their social platforms and their podcasts. Distrust and confusion in an environment where the truth, not just opinion, can be difficult to find.\u00a0This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowBrands have cultural significance, and here, they can be a shining light. In fact, those that are are likely to be the biggest winners over the next decade. This is because businesses are already thinking about customer experience. CX has already made its way to the c-suite, especially as millennials age into those positions.\u00a0This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowLuckily, there are systems and processes for putting CX at the center of your brand. You first need the plan, and then to allow your team to execute on it.\u00a0This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowCustomer experience and connection, rather than manipulation of emotions to sell, is where the culture is headed \u2013 and any brand that pivots to better fit with that consumer expectation will win in revenue and employee retention. After all, we\u2019re all consumers, and all can be won over by value-driven brands.\u00a0This content is hosted by a third party ( twitter.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew Window  Every digital moment matters.Are you making the most of them?1,000 business leaders dish on how to stand out from the crowd with a great CX. Get the details\u00a0HERE.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2019","item":"https:\/\/www.the-future-of-commerce.com\/2019\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"12","item":"https:\/\/www.the-future-of-commerce.com\/2019\/\/12\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"17","item":"https:\/\/www.the-future-of-commerce.com\/2019\/\/12\/\/17\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Twitter agrees: The Experience Economy requires connection","item":"https:\/\/www.the-future-of-commerce.com\/2019\/12\/17\/experience-economy-requirements\/#breadcrumbitem"}]}]