For decades, economists believed people made rational choices, psychologists thought they could categorise us into clearly defined personality types and marketers were sure that customers followed linear funnels toward purchase.

Not so anymore. That’s because the world has come to realise that we humans are multidimensional. We have many sides to our lives and our personalities. We don’t follow logical, linear paths. And what we like one minute, we don’t like the next. As businesses increasingly focus on customers, they see that they’re not simple and static personas. Instead they’re complex and dynamic individuals.

This guide explores how to create consistent customer experiences and foster deeper “experience loyalty”