In today’s digital economy, customersare continuing to set the bar higher andhigher in terms of what they expect fromthe brands they interact with. Powerthat was once held by the providers ofgoods and services has now shifted to the customer – whose demand for a seamless and highly relevant experience at every interaction is driving a shift in the way organizations must operate. With the rise of internet consumerism, customers have access to more content, buying channels, and brand options than ever before. With such an overload of information and choices available, organizations can no longer survive by simply providing the bare minimum necessary to keep customers from leaving – instead they are shifting to a strategy centered around optimizing customer experiences and outcomes.