The best customer experiences aren’t just about seamless journeys. They’re about how brands show up in the messy, in-between moments.
On a recent trip to Europe, not everything went to plan. Flights were delayed. Rooms weren’t ready. There were long hours in limbo. But what stood out wasn’t the disruption. It was how certain brands stepped in. Not just to fix things, but to read the moment and respond with intent.
In a world focused on efficiency, there's something powerful about proactivity rooted in empathy. Here’s what that looked like in practice:
After a series of delays and missed connections, I was bracing for the worst. But the United 1K line (thank you Marina and Angelica) got me rebooked with care and urgency. Then United followed up after the trip to make things right. It wasn’t just about resolution. It was a reminder that someone on the other end actually cared.
When I arrived at Soho House, my room wasn’t ready. Normally, that would’ve been a minor frustration. But they offered a complimentary drink in the courtyard, and it changed everything. It wasn’t about making up for lost time. It was about showing consideration for the person, not just the guest.
On the return leg, I had a layover at Newark. The Polaris Lounge offers showers with heated floors. After ten hours of travel, that small moment didn’t feel like a perk. It felt like restoration. A reminder that thoughtful design is about emotional timing, not just aesthetics.
Great experiences aren’t always about eliminating friction. They are about recognizing where someone is in their journey and responding with empathy, clarity, and intent.
At Meridian Thinking, this is how we approach brand and experience design.
✨ Not just solving problems. Meeting people in the moments that matter.