The world has moved on. Marketing in the 21st century is all
about delivering the customer experience. Future generations of
consumers will have more discretionary income, less time and more
choices, and will display wholly new spending patterns, depending
on age, geography and wealth. What customers want in this
cross-category world is a customer experience, not just a product.
And they're not impressed by most of what's currently on offer.
When Bain & Company recently surveyed 362 firms, it found that
80% believed they delivered a "superior experience" to their
customers. When customers were asked, it was a very different
story: they said that only 8% of companies were really