Customer engagement is about the journey, not just the destination

We live in the'age of the customer'; a time when customers use multiple channels to interact with your brand, spend more, and have access to more information about you, than ever before. It is a time when customers are two swipes away from a list of reasons why they should switch to your competitor. Banks, global vehicle OEMs, major enterprises, even governments, used to wait and react to customer interactions when customers visited their stores, dealers, branches, or offices. They were, in other words, reactive in dealing with customers. Enter the new era of customer experience.