Most everyone in business agrees that it's increasingly difficult to create and keep loyal customers. With myriad product and service choices and countless ways to get them, including brick-and-mortar and ecommerce, it's easy for fickle consumers to switch brands on a dime.

Now, the Experience Economy is creating yet another way to erode customer loyalty. Customers value their experiences with brands in parity with the brands' products and services. It's customers who are fully in charge of their brand experiences and dictate what they want, when, where, and how. Organizations trying to keep up with customers in the Experience Economy face a turbo-charged race.

I maintain that the Experience Economy is where brands will gain not just loyalty, but evangelism when authentic emotional connection is in the mix. Let's unpack that.