For anybody in just about any industry these days, the digital customer experience is top of mind. How does our website function? Can people do what they need to do with it? What if they need to contact us? Is it easy? Do we provide solutions? Plus a couple hundred other considerations. Figuring out the answers to those questions takes a lot of effort on the part of the modern company. But the customer doesn’t care about that. All they care about is — can I get what I need? Once a company is able to connect the digital dots and optimize the customer experience, there’s no limit to what they can do.