Most people gravitate toward luxurious experiences. Some crave a perfectly made $4 cappuccino. Others, a unique handbag they're willing to pay thousands for. But all standout brands, from the most luxurious to the utterly humble, share one thing in common: They successfully deliver an outstanding customer experience.

Today's brands are scrambling to refine their programs so as to better satisfy the desires of an increasingly sophisticated consumer base and to compete on what is now a global playing field. And customers have more choices than ever before in how to spend their discretionary income. To capture their attention—and their dollars—brands must bring more to the table than an outstanding product. Successful long-term growth will hinge on brands' ability to wrap top-quality products in an experience that entices and enthralls and keeps customers coming back for more.