Ronald Dalderup of Philips showed us his view on experience. One of the things he told was that the opportunity for customers to express themselves and their need to connect with others are becoming more important everyday. Organizations should explore the possibilities to help the consumer with these needs. Zuboff and Maxmin, in their book The Support Economy, speak of the new individuated consumer. Consumers have new needs that Zuboff and Maxmin have named Demand for voice (Ronald’s need for expression), Quest for connection (Ronald’s need for connection), and they name one other need: Claim of sanctuary. “It means being centered in my individual space, where I can own my choices, control my time, and shape the quality of my experience�(Zuboff & Maxmin, 2002, p.144). Many initiatives revolve around providing the opportunities for expression and connection, but how can we satisfy the individuals’ claim of sanctuary?

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