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.