Every brand, company and organization has a customer experience, whether they invest in it or ignore it. And not every customer is created equal. Customers are much more likely to be engaged with the brands and organizations that go beyond demographics—the brands that understand what they are thinking and feeling and can reflect that in their customer experience. Looking at the end-to-end experience from a customer's perspective could help you or your clients identify an ""aha"" to turn first-time customers into loyal, repeat customers. Join Adara Bowen, director of brand experience for the American Marketing Association, to understand the breadth of customer experience, develop a journey map from the perspective of the customer, and identify opportunities for an improved customer experience and touch points for promotional products.

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