The best customer experiences, whether online or in person, meet—and hopefully exceed—expectations at the exact stage where the customer is on that during their buyer journey. So that could start with a highly personalized and engaging online experience when the customer is researching different options and ideas, or end with a frictionless purchase experience on a smartphone that leads to a highly satisfied customer at the end of the sale. With today's technology, it's also important to create unique and engaging that suit the format and delivery channel for where each customer is engaging with your brand or business.