Organizations have primarily relied on the system of records or transactional systems modeled on a structured workflow, to deliver the functionality as desired by the user. The user expected the system to deliver an intended functionality by responding within a stipulated timeframe. With the surge of social media, smartphones, big data, and cloud technologies, the system and the data are loosely structured and are expected to deliver an experience to the end user, rather than a mere functionality. Users leave their digital footprints in a global network and drive huge chunks of conversations that generate business insights. These insights can be interleaved back to the system dynamically to deliver an experience...