The way that companies create value has changed with the times. From the Age of Manufacturing at the turn of the 20th century, to the Age of Distribution in the 1960s, to the Age of Information starting with the internet in the 1990s — all these led to the Age of the Customer around the 2010s. The most successful companies in the Age of the Customer understand what their customers want and have delivered against it.
In the age of purpose, transactional experiences are out. Organisations need to deliver purposeful experiences, make a stand for a broader belief system, and share values with their customers and peers across different touchpoints.
It’s no longer enough to rely on transactional value and paid loyalty. It’s all about earned growth and earning the right to have customers stick around.