Why the customer experience ecosystem matters
The customer journey as we know it is dead
For years, marketers have relied on the traditional customer journey – a linear path from awareness to purchase to loyalty. This model no longer reflects reality. Today’s consumers don’t follow predictable funnels; they interact with brands in fluid, multi-touch experiences driven by digital platforms (web, email, SMS, display, search), community engagement, in-person and social media influencers.
Instead of thinking in terms of linear journeys, CMOs must embrace “experience ecosystems” – a holistic, interconnected approach to customer engagement that prioritizes continuous, meaningful interactions across platforms, devices, in-person engagement, community involvement, advocacy and moments in time.
Customers do not follow a predictable path
The classic marketing funnel followed customers through defined stages. However, modern consumer behaviour is fragmented. With AI-powered recommendations, voice search, e-commerce and social influencers, customers can enter and exit the buying process at any point.Shopify states that, “36 per cent of brands say influencer content outperforms branded content.” That means that your message is lost if you are only using traditional forms of marketing strategy. It is time to look at engagement as part of an ecosystem of experiences, not by channel alone.
An example: A customer might discover a product through a TikTok influencer, research it on a third-party review site or hear about it from a friend or family member, see a re-targeted ad days later, consider purchasing via a smart home device but abandon the cart, and finally purchase the product because of a positive in-store experience. This isn’t a funnel – it’s an ecosystem of inter-connected touchpoints and experiences.
CMO takeaway: Brands must build adaptable engagement strategies that meet customers wherever they are; whether it’s on emerging social platforms (influencers), smart devices, community events with like-minded individuals or virtual spaces.
Experience matters more than transactions
Consumers expect seamless, personalized and immersive brand experiences at every touchpoint. The transaction itself is no longer the focal point. How a brand makes a customer feel determines long-term loyalty and advocacy. As Forbes explains, “the true testament to how your product or service resonates with your audience comes from those who experienced it organically. Those having positive conversations about your brand in review sections or on social media become unofficial ambassadors of your brand to their community of family and friends.” Advocacy will only occur when you create fantastic experiences for your customers that prompt them to share with their network.
An example: Apple’s ecosystem isn’t just about selling iPhones. It’s about creating an interconnected experience—iCloud, Apple Pay and Apple Music all work together to keep customers engaged without forcing a linear journey.
CMO takeaway: Investing in omnichannel engagement, hyper-personalization and community-oriented experiences ensures customers stay within your ecosystem, engaging with your brand naturally over time.
Data and AI drive the new ecosystem
An experience ecosystem thrives on real-time data, AI and predictive analytics to anticipate customer needs. Instead of waiting for customers to take the next step, AI-driven marketing proactively delivers relevant content, offers and interactions across the entire ecosystem.
The challenge is customers in a privacy-restricted world might be less willing to share data easily, even though they want ads to be relevant.
With cookies disappearing, brands need to create trust. Forrester writes that, “brand trust, shaped by the brand promise but also the quality of past interactions, will determine how much data consumers are willing to share for personalized experiences.” Your digital and overall customer relationship requires a strong zero-party or first-party data strategy in order to personalize and understand your customers, to foster a truly unforgettable experience with your brand.
According to eMarketer (from an article related to the findings from Edelman's Trust Barometer 2023), brands can build trust with consumers by knowing what’s important to customers, using branded content to engage (and to sell), diversifying channel presence and taking accountability. To bring this point home, according to Edelman, 79 per cent of consumers worldwide say they will interact with brands – beyond purchasing or using a product – in other ways, like consuming brand content, participating in brand activities, connecting on social media or sharing feedback.
An example: Starbucks’ AI-powered app personalizes recommendations based on purchase history, weather and even time of day, keeping customers engaged and increasing repeat visits without a traditional funnel.
CMO takeaway: First-party data, AI automation and predictive analytics will be key to building an experience ecosystem that guides, rather than pushes, customers toward engagement.
Final thoughts
The customer journey isn’t dead. It has evolved beyond a simple path into a dynamic, interconnected “experience ecosystem,” where engagement happens fluidly across platforms and in-person. The real secret to brand loyalty and engagement is building advocacy from like-minded individuals who share recommendations, referrals or experiences of their favourite brands to bring new people into the ecosystem. CMOs who shift from funnel-based thinking to customer experience ecosystem-driven strategies will not only win attention but also build loyalty and advocacy with customers in 2025 and beyond.
Sources:
1) Shopify, Elise Dopson, 2024: 28 Important Influencer Marketing Statistics To Know in 2025
2) Forbes, Helen Barreto, 2024: The Secret To Creating Brand Loyalty
3) Forrester, Auerelie L’Hostis, 2025: The Future Of Digital Experiences: A Human-Centered, Empowering Journey
4) EMarketer, Arielle Feger, 2023: How Apple, Birkenstock, and Taco Bell earn consumer trust and loyalty
