A knowledge or experience economy, the way we think in Customer Experience, leads to a shift in thinking in all business departments. It is especially important for the manufacturer or supplier to look at themselves through the eyes of the customer. This requires cross-departmental thinking. Where is the customer currently positioned, along the customer journey? Where were they before? Where are they heading to from here?

The way we think about brands is also affected. Whilst brands were traditionally built through communication, in a knowledge economy brand experience must be developed. This opens up many new design possibilities, but also requires a new type of brand management. The most important innovation is that you can no longer see the brand as divided from all the other interaction processes. Rather, the brand becomes an interaction quality benchmark, which provides a view of where the customer is positioned along the customer journey, at any given moment.