Digitally aware customers demand reality to be more and more personalized, multisensory, fast, and continuous. This dynamic is also ahead of organizations, creating the demand that forces them to transform themselves, adapting to a tendency of a less closed organization, with more flexible structures, acting in an ecosystem of agile and less routine partnerships. The debate in which products and services are increasingly becoming experiences is not recent. The concepts of experience and its management are old and have evolved favorably in the marketing literature and discipline. However, the stage in which we find ourselves today has something different from those of the past, nourished by a set of several concepts that we also include and whose combination of peculiar and unprecedented characteristics magnifies the potential to transform products or services into differentiating experiences capable of generating memorable moments.
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