Today we take it for granted that at the click of the mouse we can talk to, be seen with, and connect to virtually anyone around the globe. 

How we 'experience' something has a profound impact on who we socialise with, who we do business with, and who we might buy something from. 

In former years we gained exposure to a brand and a company via  adverts e.g. what they (the brand) told us they were, if we liked what they were saying we would then look to 'experience' the store, or the company to assess our 'purchase' decisions - all very much a physical process. 

Today we have access to so much more information, as such we no longer have to rely on what the company and brand are telling us about them we can look to gain more 'experiential proof' from our peers, business associates, including friends and family.

Mind blowing, magical, memorable experiences that make me come back for more are the exception, even among some of the best retail brands. 

Have you ever visited a store, bar/restaurant, or checked into a hotel when they were quiet?

When we do it seems we experience something completely different to what they promise when they are busy.

And they pretty much depend on which salesperson you happen to interact with. 

In other words, they are random events, which is deadly in retail, especially when you deal with Generation Z. 

What elder customers may have forgiven, younger customers won’t. 

And the stakes are much higher now.

Traditional return on investment (ROI) metrics are no longer sufficient on their own to determine your company’s success. 

Evaluating whether your value proposition, capabilities, and portfolio of products and services will create shareholder value requires laser focus on how well you’re meeting higher expectations around the customer experience.

With Generation Z and an increasingly digital world, the physical experiences become a choice for customers. And they better give them extreme value, when they come to shop. They better question their ability to do so in the toughest possible way, because they will be judged. It’s always about the customers, not about the brand. source here

Maybe it's time to wake up and realise that today's consumer doesn't have to read or watch your intrusive adverts. Maybe its time to better understand how they're going about their own research on you, your employees, and your company long before they have even thought about talking to you.

And all those interactions will showcase how they and others have 'experienced' what it is you think you do. 

Maybe its time to ask one of the biggest questions that seems to be perplexing companies everywhere "how do we really leverage the value of social media for something other than to 'advertise and promote what we do?"

How do you measure ROX - 'return on experience'?