Customer expectations are constantly changing in the business landscape due to digitization. Before, a website or a mere digital presence was enough to separate you from your nearest competitor. But today, businesses have to continuously innovate and ensure they are providing new, exciting digital experiences– or risk being left behind. Case in point, an HBR report cites the number one reason more than half (52 percent) of the Fortune 500 have disappeared since the year 2000 is their failure to achieve digital change. Though a relatively new term, the Connected Customer describes those customers that interact with brands through digital channels such as websites, apps or Alexa skills.