Over recent decades, traditional business practices have been increasingly disrupted by technology-empowered business models. Technology and innovation — from online shopping and mobile connectivity to social media- and data-driven marketing — have reconfigured the business landscape and brought new opportunities and challenges. Yet, the basics of the customer experience remain: Consumers recognize a need to be fulfilled, then interact with companies and their offerings to seek a satisfying way to fulfill this need. This core motivation for creating a meaningful customer experience is unchanged.