We live in an always-on world, and customers expect brands to anticipate and meet their needs in real time.

For marketers, this means that the membrane between customer service and marketing is getting thinner and thinner. The customer experience is about so much more than just the sales journey — it’s about feeling heard, getting answers to questions, having problems fixed, and feeling a connection to the brand.

In addition to marketing and customer service, brands need to be thinking in terms of customer engagement.