The impact of digital disruption on businesses and why you should make customer experience your competitive advantage in the era of the experience economy. The world is changing at such a fast rate that it is both scary and exciting at the same time. Today the challenge for businesses is to face the implications of the digital era. Empowered customers no longer just purchase products; they buy experiences from brands they feel confident will deliver on their ongoing needs. That's why is important to improve your customer experience and loyalty, because unless you’re keeping your customers in mind every step of the way, you could be missing out.