More than ever, customers expect holistic, personalised, relevant experiences, and brands that aren’t engineered to keep pace with this transformation are struggling. In fact, the average lifespan of S&P 500 companies dropped from 33 years in 1965 to just 20 years in 2017 and it is expected to drop to 12 years by 2027, according to Innosight.

Conversely, companies that are developing strategies and technology foundations based on transforming customer experiences are winning. Digitally based super-brands like Uber, Airbnb and Amazon have created new industries by providing breakthrough customer experiences.