The ability to respond with relevance at the moment of interaction with an individual customer takes speed and agility. Without it, you might miss the opportunity to connect with that customers when it matters to them and when they’re ready to take action. You also need to be agile enough to react quickly; for example, using what you’ve just learned about a customer in one channel to respond to that customer in another channel. Additionally, you need to strike a balance between timing and context to deliver a relevant customer interaction that drives engagement and action.