People yearn for experiences that are authentic, convenient, and, above all, trustworthy. However, companies can miss the mark when establishing these connections.

What is missing? Innovation that stimulates differentiation and growth by uniting the needs of the business with those of the customer.

Successful customer experiences are the ones that resonate with people's deepest instinctive behaviors. Humans have always sought out authenticity, convenience, and trust, which is directly tied to an inherent desire for a meaningful life. Any interaction that does not carry this emotional value signals a reason to walk away empty-handed.

Although the customer experience is undeniably human-centered, technology is shaping a new era of authentic engagement. Businesses now have access to Big Data insight that can help them understand their customers and predictive analytics in order to sense their needs. Now, with a combination of artificial intelligence (AI) and machine learning embedded in most solution investments, specific processes, communications, and interactions can be automatically triggered to motivate a new potential sale.