A lot is said and written today about “the age of the customer” and terms such as “customer journeys” and “customer experience” are used in many contexts. However, unlike in the ‘90s, it’s now possible for organizations to develop a more complete view and interact with the customer in a personalized manner. Our benchmark research finds that most organizations (70%) have come to understand that customer engagement and the quality of the customer experience are the way to differentiate themselves from the competition. This involves handling multiple forms of interactions, many of which are digital. The challenge for most organizations is to handle interactions in the context of the customer journey — the relationship the organization has with the customer and the impact interactions have on both customers and employees.