Today, with the ubiquitous adoption of technology, customers are in control and they are calling the shots. As a result, everyone from Gartner to Wired, is talking about how the customer experience can drive engagement, loyalty, and increase sales. According to a Gartner customer experience report, it found that 89% of companies plan to compete primarily on the basis of the customer experience by 2016. Furthermore, in Gartner’s 2015 Marketing Spending Survey it reported that #1 innovation project for 2015 is the customer experience. In a recent Wired article, Tim Pickard highlighted that, “Customer experience and innovation are not only unique selling points, but essential qualities for gaining a competitive advantage”.