Smiles and goosebumps: The new currency of the experience-driven business

Jo Bowman

This event report argues that customer experience is central to marketing and business success as technology raises consumer expectations.

Smiles and goosebumps: The new currency of the experience-driven business

Jo Bowman

Consumers who take quality and reliability as a given are now seeking something a little harder to quantify from the brands they buy: goosebumps. Suresh Vittal Kotha, VP strategy at Adobe, told the dmexco 2016 held in Cologne in September that the new differentiator between brands was experience – and that the bar for quality was being raised higher by the day.

What gets a 'wow' from a consumer today will barely raise a 'meh' in six months, he said, describing the appetite for new and exciting experiences...

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