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With the start of every New Year comes the opportunity to re-evaluate your business, marketing, and customer-experience strategies. It's a chance to start planning what you can do to up your game in the year ahead.

As you begin 2016, consider what these three customer-experience and marketing trends have in store for you this year.

1. Customers think holistically; you should, too

In 2015, companies continued to suffer from a silo mentality. Employees operated solely within their jurisdiction, not understanding the totality of a customer's experience with their brand. In 2016, get ready to see the walls between your departments come crumbling down.

2016 has no room for barriers between departments. The experience your customers are expecting to have with your brand extends far beyond their call to your customer service hotline. Get ready: Every touch point your customer has with your brand or service will be considered a part of their customer experience.

What they are seeing, feeling, and experiencing will become the responsibility of every individual at your organization.

2. Deliver great experiences—not just claims

In the past, the emphasis of a good brand experience was based on the strength of your claim and promise: "Our product can meet all your needs." But, to relate to your customers in 2016, you will need to shift your emphasis from being "claims-driven" to "experience-driven."

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image of Chokdee Rutirasiri

Chokdee Rutirasiri is founder and CEO of Story+Structure, a Boston-based innovation-design firm. He has been designing human-centered user-experience solutions for the private and public sectors since 1995.

LinkedIn: Chokdee Rutirasiri

Twitter: @chokecity