As the digital economy continues to evolve and globalize, many organizations struggle to reach their customers with meaningful engagement. Customers expect real-time, personalized and authentic communication delivered to them on the channels and platforms where they spend their time.

According to a 2015 Forrester Research report, 74% of global business leaders believe improving the customer experience is a top priority. And we can all agree this continues to ring true in 2016.

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The only way to deliver adequate engagement to your customers is through an exemplary customer experience. And the only way to provide this experience is to utilize the very disruptive technologies that caused your engagement problems in the first place. Talk about a chicken and egg situation!

Designing a better customer experience is an intentional action that can successfully occur only when you understand the context of what brings the customer to your brand and what interests your customer. Because it is designed as an emotional connection between the brand and customer – the moment when you simultaneously have the attention of the customer and they have yours – Brian Solis, Principal Analyst at the Altimeter Group, dubbed it ‘the embrace’.

When Solis talks about ‘the embrace’, he means the engagement becomes the outcome or human behavior, and that outcome becomes a measurable metric. This is the exact moment where technology is integral to the solution – we need it to measure human behavior in a digital world.

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Disruptive technologies empower us to design for those outcomes and create meaningful measurements triggered by behavioral changes. Technology is the facilitator to “solving for human issues, aspirations, and human outcomes,” says Solis.

Watch part 2 of why the future of business lies in innovation: 1-650-274-0214