Customer engagement used to mean the heroic moment—the experience that became a legendary tale of customer service because it was uncommon and unexpected. Back then, customers often had little choice but to simply accept the service that they received. When exceptional service truly happened, it meant someone had gone out of their way to align themselves with a customer need, without being asked.

Today, customer engagement has shifted. Customers don’t just take what they get; they arrive with an expectation that a brand knows what they want before they even do. Paul Papas, Global Leader of IBM Interactive Experience (iX), put it perfectly when he said, “The last best experience anyone has anywhere becomes the minimum expectation for the experience they want everywhere.” Companies need to master customer engagement in order to become that last best experience. And to master customer engagement you need to be customer-obsessed.

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