The Experience Economy is upon us, and customer expectations are rising exponentially. While hyper-personalization may be the current buzz, Brands primarily need to be consistent and reliable in the experiences they deliver. However, customers are anything but consistent; their needs and wants change with their hectic lifestyles. As such, Brands must know their customer at a deeper level than simply as a segment or a persona. They need to understand the customer’s mindset along every step of the journey.