The customers of today are not particularly more demanding than before, but they have a changing lifestyle. They expect personalized information and expert advice that is delivered at the right time (almost immediately), preferably over mobile channels, and an overall better experience when connecting with staff and employees. Marketing, sales, and services organizations are redesigning their processes and applications to comply with these new customer behaviors and fulfill customer preferences, while competing with big tech firms more effectively.

Sales reps are guided and equipped with qualified leads and the appropriate customer knowledge when connecting with their clients. These are the same tools and procedures as I described in the case studies in previous chapters. Business leaders have market and competitor insights, allowing them to take faster decisions with instant access to expertise and knowledge throughout the organization, which helps them...