If a company hopes to remain competitive in today's hyper-connected world, it must speak to individuals, not broad segments. Businesses must consider all types of data generated by their customers-contextual and real-time, structured and unstructured-to deliver relevant and precise results on the most appropriate channel and device.

Sudden changes in consumption patterns of customers, employees, and partners may lead companies to experience an increasing demand for their digital services. These may come as a result of market shifts, technological shifts, or due to times of uncertainty. The more adaptive and resilient companies are internally, the faster they can evolve alongside their customers and markets to overcome challenges during times of uncertainty.