OUR PERSPECTIVES

Why 2025 Is the Year of Experience Activism

As we step into 2025, it’s clear that the way businesses engage with their customers, employees, and partners is undergoing a seismic shift. This isn’t just a trend—it’s a movement. Experience activism is emerging as the defining characteristic of organizations that don’t just survive in today’s marketplace but lead it.

In my recent article on this topic for Forbes, I explored why 2025 is pivotal for businesses that want to drive meaningful change through the experiences they create. I wanted to expand on some key ideas and what they mean for organizations committed to growth through experience-led strategies:

What Is Experience Activism?

Experience activism is about actively prioritizing and improving the human experiences that define your organization. Whether it’s your customers, employees, or partners, the goal is to move beyond transactional relationships and foster a culture of connection, empathy, and trust.

 

In 2025, organizations will need to adopt a more activist stance—taking deliberate actions to bridge the gap between experience promises and actual delivery. This goes beyond one-off initiatives and dives into embedding experience excellence into the fabric of your business.

Three Pillars of Experience Activism

Customer Experience as a Growth Engine

Companies that champion experience activism understand that every customer interaction is an opportunity to build loyalty and advocacy. Customers today demand personalization, transparency, and seamless interactions—and businesses that deliver this will see measurable returns in retention, referrals, and revenue.

Employee Experience as a Catalyst

The link between happy employees and satisfied customers has never been clearer. In 2025, organizations must focus on improving employee well-being and engagement as a means to boost productivity and enhance the customer experience. This requires investing in meaningful training, fostering purpose-driven work environments, and ensuring employees feel valued.

Partner and Ecosystem Experience as Differentiators

Businesses don’t operate in a vacuum. The ability to create positive and frictionless experiences for partners and within ecosystems will be a key differentiator for companies seeking to expand their market influence and innovation potential.

The Call to Action for 2025

Experience activism isn’t about perfection—it’s about progress. It’s about owning the responsibility of creating experiences that resonate and inspire the people who interact with your brand every day. As I discussed in Forbes, this requires businesses to be bold, agile, and unwavering in their commitment to putting people first.

If you’re ready to take the leap into experience activism, the journey starts with simple but impactful steps: listen to your customers, engage your employees, and challenge the status quo of how business is done.

The world is watching. 2025 is your opportunity to lead the charge.

Reach out to us to explore how we can help you realize untapped growth. And, if you enjoy this content, please consider following Cortico-X on LinkedIn for more insights on experience strategy and transformation.

Contact us today
Picture of Sujay Saha

Sujay Saha

is the Founder and President of Cortico-X. He is passionate about designing transformative experiences that connect leaders, employees, and customers—leveraging his deep expertise in digital strategy, customer experience, and large-scale transformation to drive meaningful growth.

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© 2024 Acquis Consulting Group L.L.C

HOME
WHO WE ARE
HOW WE HELP
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299 Broadway
Suite 1200
New York, NY 10097

212.609.2700
cortico-x@acquisconsulting.com

GET IN TOUCH
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Industrial manufacturing company embarks on digital reinvention

Problem
A leading manufacturing company identified an opportunity to leverage the data collected by its products to provide new value to its customers. The company engaged Cortico-X to create a digital services strategy, define the operating model and identify emerging technologies to power the platform.
Solution
The manufacturing company’s new data platform will share insights with clients on potential issues that could disrupt business operations. For example, a client may receive an alert that a piece of equipment requires maintenance, providing time to fix the issue before the equipment breaks down. The platform will also integrate third-party data related to weather, shipping times and supply chain disruptions, helping clients to determine the optimal times to take equipment offline for maintenance.
Result
By prioritizing the business goals, Cortico-X identified several technologies and processes that will help the manufacturer evolve from a product-based company to a data service company, including generative AI design and chaos engineering. With its new data and services platform, the company will continue to grow its business in the digital era.

Industrial manufacturing company embarks on digital reinvention

Problem
A leading manufacturing company identified an opportunity to leverage the data collected by its products to provide new value to its customers. The company engaged Cortico-X to create a digital services strategy, define the operating model and identify emerging technologies to power the platform.
Solution
The manufacturing company’s new data platform will share insights with clients on potential issues that could disrupt business operations. For example, a client may receive an alert that a piece of equipment requires maintenance, providing time to fix the issue before the equipment breaks down. The platform will also integrate third-party data related to weather, shipping times and supply chain disruptions, helping clients to determine the optimal times to take equipment offline for maintenance.
Result
By prioritizing the business goals, Cortico-X identified several technologies and processes that will help the manufacturer evolve from a product-based company to a data service company, including generative AI design and chaos engineering. With its new data and services platform, the company will continue to grow its business in the digital era.

Sports league breaks down barriers between digital and physical experiences

Problem
A premier sports league sought to answer a big question: how do we attract the next generation of fans and engage them in the sport? To find the answer, the league turned to Cortico-X to create a new fan platform that would break down boundaries between physical and digital experiences. The league aimed to turn games into interactive experiences that bring together fans at home and in the stadium.
Solution
Through the new platform, fans will be able to play along with games as they happen. They will take the role of team coach in a simulation, seeing if they can beat the coach on the field by making different decisions, like swapping in new players. Powered by advanced technologies like artificial intelligence and digital twins, the platform will allow fans to engage with and compete against each other. Soft LED touchscreens and concave screens will bring the virtual game into the stadium, enhancing the immersive experience.
Result
The league anticipates that the new platform will help to engage younger fans and break down geographic barriers—while providing the tech foundation to be ready to jump into the metaverse.

Sports league breaks down barriers between digital and physical experiences

Problem
A premier sports league sought to answer a big question: how do we attract the next generation of fans and engage them in the sport? To find the answer, the league turned to Cortico-X to create a new fan platform that would break down boundaries between physical and digital experiences. The league aimed to turn games into interactive experiences that bring together fans at home and in the stadium.
Solution
Through the new platform, fans will be able to play along with games as they happen. They will take the role of team coach in a simulation, seeing if they can beat the coach on the field by making different decisions, like swapping in new players. Powered by advanced technologies like artificial intelligence and digital twins, the platform will allow fans to engage with and compete against each other. Soft LED touchscreens and concave screens will bring the virtual game into the stadium, enhancing the immersive experience.
Result
The league anticipates that the new platform will help to engage younger fans and break down geographic barriers—while providing the tech foundation to be ready to jump into the metaverse.

Health system leaders
walk a mile in employees’ shoes

Problem
A major health provider embarked on an ambitious journey to uplift the voice of their employees and embed the patient experience into its culture and operating model. In order to more meaningfully achieve their goals, leaders knew they needed to get closer to the frontline experience and more intimately understand the challenges faced by employees each day.
Solution
Acquis Cortico-X partnered with the company to develop an immersive experience in which leadership worked to strengthen the connection with the frontline. Through the program, referred to as “Walk a Mile in MY Shoes,” executives are paired with and actively shadow employees across various functions for one to two days, when they are trained in the respective functional work areas. Through the experiential learning experience, they witness first-hand the day-to-day duties, tasks and challenges encountered while working to deliver exceptional care to patients.
Result
With two pilots completed to date, Walk a Mile is resulting in renewed perspective and strengthened connections across the organization. Employees reported feeling valued and heard on a new level, while leaders found it refreshing to step away from their often 50,000-foot view to build a greater understanding of critical responsibilities and work processes that drive strategic endeavors. While the initiative primarily aims to build empathy, leaders also collaborate with the frontline to identify solutions that alleviate challenges, improve inefficiencies and support a positive working experience. The company is now scaling the program so that it is embedded in each of its seven markets. Ultimately, the organization hopes the deepened synergies between leaders and frontline employees will improve the patient experience in previously unimagined ways.

Health system leaders walk a mile
in employees’ shoes

Problem
A major health provider embarked on an ambitious journey to uplift the voice of their employees and embed the patient experience into its culture and operating model. In order to more meaningfully achieve their goals, leaders knew they needed to get closer to the frontline experience and more intimately understand the challenges faced by employees each day.
Solution
Acquis Cortico-X partnered with the company to develop an immersive experience in which leadership worked to strengthen the connection with the frontline. Through the program, referred to as “Walk a Mile in MY Shoes,” executives are paired with and actively shadow employees across various functions for one to two days, when they are trained in the respective functional work areas. Through the experiential learning experience, they witness first-hand the day-to-day duties, tasks and challenges encountered while working to deliver exceptional care to patients.
Result
With two pilots completed to date, Walk a Mile is resulting in renewed perspective and strengthened connections across the organization. Employees reported feeling valued and heard on a new level, while leaders found it refreshing to step away from their often 50,000-foot view to build a greater understanding of critical responsibilities and work processes that drive strategic endeavors. While the initiative primarily aims to build empathy, leaders also collaborate with the frontline to identify solutions that alleviate challenges, improve inefficiencies and support a positive working experience. The company is now scaling the program so that it is embedded in each of its seven markets. Ultimately, the organization hopes the deepened synergies between leaders and frontline employees will improve the patient experience in previously unimagined ways.

Major health provider
creates patient
listening platform

Problem
A major health provider was struggling with how to understand customer needs in real-time, not to mention act in the moment to remedy problems.
Solution
Acquis Cortico-X worked across the organization to stand up a new patient experience function. This started with embedding new ways of listening through digital touchpoints, call centers and in-person moments. We developed a way to centralize data collected through surveys, QR codes and behavioral analytics in a dashboard. The dashboard collates insights at both the individual and aggregate level, enabling employees to understand priority needs and opportunities.
Result
Thanks to the listening platform, employees can now respond to real-time needs with closed loop feedback and continuously improve the patient experience across all interactions. Leaders are now working to embed the patient experience into the organizational culture through new patient-focused programs and rituals.

Major health provider creates patient listening platform

Problem
A major health provider was struggling with how to understand customer needs in real-time, not to mention act in the moment to remedy problems.
Solution
Acquis Cortico-X worked across the organization to stand up a new patient experience function. This started with embedding new ways of listening through digital touchpoints, call centers and in-person moments. We developed a way to centralize data collected through surveys, QR codes and behavioral analytics in a dashboard. The dashboard collates insights at both the individual and aggregate level, enabling employees to understand priority needs and opportunities.
Result
Thanks to the listening platform, employees can now respond to real-time needs with closed loop feedback and continuously improve the patient experience across all interactions. Leaders are now working to embed the patient experience into the organizational culture through new patient-focused programs and rituals.

Pharmaceutical company identifies social media influencers with AI

Problem
A leading pharmaceutical company sought to develop a digital engagement model to reach key decision makers in its buyer group. The organization needed an efficient way to analyze social media data to identify relevant influencers and drive future investment in the program.
Solution
That’s where Acquis Cortico-X came in. We used algorithms based on AI and natural language processing to build a social media influencer list. The list prioritized influencers based on their relevance to the selected therapeutic area, reach and resonance with their audience.
Result
The data-driven analysis enabled the business to reprioritize its influencer relationships and establish new cost-effective partnerships with individuals who would have the biggest impact with target buyers.

Technology company
charts a roadmap to
maximize data value

Problem
A leading technology company was struggling with how to maximize the value of its data. They faced inefficiencies and a lack of a single source of the truth, which was leading to high attrition among frustrated data talent and decreased confidence in their enterprise reporting and analytics.
Solution
The company engaged Acquis Cortico-X to assess their data management capabilities and develop a future state data strategy using the EDM Council’s DCAM assessment framework. In addition to developing key recommendations across all aspects of data management, we developed an enterprise data office operating model and served as interim chief data officer to get the program running. This led to the development of a roadmap that will enable the company to manage its data as an asset.
Result
The data management program is now expected to enable synergies for upcoming mergers and acquisitions. Additionally, the data team has seen efficiency gains, lowered attrition and reduced compliance risk.

Pharmaceutical company identifies social media influencers with AI

Problem
A leading pharmaceutical company sought to develop a digital engagement model to reach key decision makers in its buyer group. The organization needed an efficient way to analyze social media data to identify relevant influencers and drive future investment in the program.
Solution
That’s where Acquis Cortico-X came in. We used algorithms based on AI and natural language processing to build a social media influencer list. The list prioritized influencers based on their relevance to the selected therapeutic area, reach and resonance with their audience.
Result
The data-driven analysis enabled the business to reprioritize its influencer relationships and establish new cost-effective partnerships with individuals who would have the biggest impact with target buyers.

Technology company
charts a roadmap to
maximize data value

Problem
A leading technology company was struggling with how to maximize the value of its data. They faced inefficiencies and a lack of a single source of the truth, which was leading to high attrition among frustrated data talent and decreased confidence in their enterprise reporting and analytics.
Solution
The company engaged Acquis Cortico-X to assess their data management capabilities and develop a future state data strategy using the EDM Council’s DCAM assessment framework. In addition to developing key recommendations across all aspects of data management, we developed an enterprise data office operating model and served as interim chief data officer to get the program running. This led to the development of a roadmap that will enable the company to manage its data as an asset.
Result
The data management program is now expected to enable synergies for upcoming mergers and acquisitions. Additionally, the data team has seen efficiency gains, lowered attrition and reduced compliance risk.

Regional bank charts a
path to growth through
customer experience

Problem
A regional bank knew its customer experience lagged behind industry benchmarks but struggled with how to rally its employees around its basic experience program.
Solution
Acquis Cortico-X partnered with the bank’s newly established head of customer and employee experience to chart a new path to experience-led growth. Using our proprietary experience maturity framework, we evaluated and assessed the existing experience program, capabilities, interaction and operating model.
Result
Through our analysis, we discovered the current experience program was uncovering valuable customer insights but lacked a process to drive change based on those learnings. Together, we developed an actionable roadmap and a business case for change. The bank is now moving forward with developing a continuous improvement model that will enhance the customer experience, setting the stage for growth.

Regional bank charts a path to growth through customer experience

Problem
A regional bank knew its customer experience lagged behind industry benchmarks but struggled with how to rally its employees around its basic experience program.
Solution
Acquis Cortico-X partnered with the bank’s newly established head of customer and employee experience to chart a new path to experience-led growth. Using our proprietary experience maturity framework, we evaluated and assessed the existing experience program, capabilities, interaction and operating model.
Result
Through our analysis, we discovered the current experience program was uncovering valuable customer insights but lacked a process to drive change based on those learnings. Together, we developed an actionable roadmap and a business case for change. The bank is now moving forward with developing a continuous improvement model that will enhance the customer experience, setting the stage for growth.