This document discusses how customer experience ecosystems have become more important as the world has changed. It used to be that one message could reach many people, but now the landscape is more complex with paid, owned, and earned media interacting in an ecosystem. An effective ecosystem involves interrelated owned media platforms like websites and mobile apps that share content and drive distribution across various paid and earned channels. Building a strong customer experience ecosystem requires testing, learning, and evolving constantly by understanding customers, engaging them through relevant content, analyzing data, and adapting marketing plans on a quarterly basis.